Casablanca Paris announces the appointment of Priya de Souza as marketing director, effective September 22, 2025. She will report directly to CEO Frédéric Lukoff and work closely with the house’s founder and artistic director, Charaf Tajer. In her new role, de Souza will be responsible for devising and executing the brand’s communications and marketing strategy, working closely with the communications team.

A graduate of Newcastle University, de Souza began her career in the fashion industry before joining Dazed Media, where she led the partnerships department for nearly a decade. She subsequently held roles at Agent Provocateur and the brand communications agency Exposure.

Since 2021, she has overseen global marketing communications for Adidas Originals, orchestrating high-profile campaigns that have included collaborations with Gucci, Balenciaga, and Grace Wales Bonner. She also led the brand’s social and press relations strategies.

“Priya and I have known each other for fifteen years. It’s a pleasure to welcome such a brilliant and sensitive person to the industry,” said Charaf Tajer in the brand’s press release. “She has a rare ability to understand both the industry and the social movements that shape our world. I’m delighted to be writing the brand’s next chapter with her.”

In 2024, the brand appointed former Balmain marketing director Txampi Diz to the position.

Founded in 2018 by Charaf Tajer, Casablanca Paris is a luxury fashion house that draws inspiration from the Parisian and Moroccan roots of its founder. Initially launched with menswear collections, the Casablanca universe has expanded to include womenswear and a wide range of luxury accessories.

Casablanca Paris, which discloses little about its revenue and shareholding, recently began rolling out its retail strategy with the inauguration, on June 5, 2025, of its first flagship store at 62 rue du Faubourg Saint-Honoré. This Parisian thoroughfare brings together many of the leading luxury and premium names. The store’s design, the result of a collaboration between Tajer and artistic director Steve Grimes, fuses heritage, luxury and modernity, with a strong sporting influence, particularly tennis, and an aesthetic that blends classicism and futurism.

Another store, also announced for this summer, appears to have been delayed. It was due to open in the Beverly Hills district of Los Angeles. The brand, which is on the official Paris Fashion Week calendar, boasts around 350 multi-brand retailers worldwide. It will present its spring–summer 2026 collection on October 1 at 1 p.m.