Casablanca Paris Taps Adidas Originals Exec Priya de Souza as New Marketing Director
Casablanca Paris, the distinguished luxury fashion house, has announced a significant strategic appointment with Priya de Souza joining as its new Marketing Director, effective September 22, 2025. In this pivotal role, de Souza will report directly to CEO Frédéric Lukoff, while also collaborating closely with the brand's visionary founder and artistic director, Charaf Tajer. Her primary responsibilities will encompass the comprehensive development and execution of Casablanca Paris's global communications and marketing strategy, working hand-in-hand with the existing communications team to elevate the brand's presence and narrative.
De Souza brings a wealth of experience and a distinguished career path to Casablanca Paris. A graduate of Newcastle University, she initially carved her niche within the dynamic fashion industry before transitioning to Dazed Media, where she spearheaded the partnerships department for nearly a decade, demonstrating exceptional leadership and strategic acumen. Her journey continued with impactful roles at Agent Provocateur and the renowned brand communications agency Exposure, further solidifying her expertise across various facets of luxury marketing and public relations. Most recently, since 2021, de Souza has served as the Head of Global Marketing Communications for Adidas Originals, a tenure marked by orchestrating highly successful, high-profile campaigns, including groundbreaking collaborations with luxury powerhouses like Gucci and Balenciaga, as well as with acclaimed designer Grace Wales Bonner. She was also instrumental in shaping Adidas Originals' social media and press relations strategies, showcasing her comprehensive approach to brand building.
Expressing his enthusiasm for de Souza's appointment, Charaf Tajer shared in the brand’s official press release, "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. 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." This sentiment underscores the deep respect and shared vision between Tajer and de Souza, signaling a promising new era for the brand's creative and commercial direction. This appointment follows the brand's previous strategic move in 2024, when it welcomed Txampi Diz, formerly Balmain's marketing director, to its leadership team, reflecting a concerted effort to strengthen its marketing capabilities.
Founded in 2018 by the visionary Charaf Tajer, Casablanca Paris has rapidly established itself as a luxury fashion house celebrated for its unique aesthetic, drawing profound inspiration from the interwoven Parisian and Moroccan roots of its founder. What began with distinctive menswear collections has since blossomed into an expansive universe, now encompassing sophisticated womenswear and a diverse array of luxury accessories. While the brand maintains a private stance on its revenue and shareholding details, its strategic evolution is palpable through its recent initiatives and leadership enhancements.
In a significant step towards expanding its direct-to-consumer presence, Casablanca Paris recently inaugurated its first flagship store on June 5, 2025, located at the prestigious 62 rue du Faubourg Saint-Honoré in Paris. This iconic Parisian thoroughfare is renowned for housing a curated collection of the world's leading luxury and premium brands, marking a strategic placement for Casablanca. The store's exquisite design, a collaborative masterpiece between Charaf Tajer and artistic director Steve Grimes, masterfully blends heritage, luxury, and modernity. It incorporates a strong sporting influence, particularly tennis, and an aesthetic that seamlessly fuses classicism with futurism, embodying the brand's core identity. While another store had been announced for Beverly Hills, Los Angeles, for the same summer, its opening appears to have been delayed.
Casablanca Paris continues to expand its global reach, boasting approximately 350 multi-brand retailers worldwide, making its distinctive collections accessible to a broad international audience. The brand remains a prominent fixture on the official Paris Fashion Week calendar, consistently captivating the industry with its innovative presentations. Enthusiasts eagerly anticipate its upcoming Spring–Summer 2026 collection, scheduled to be unveiled on October 1 at 1 p.m., promising another captivating display of Tajer's unique vision and the brand's evolving aesthetic.
