For the new Casablanca Pre-Fall 2026 collection, the brand travels to Egypt, diving deep into a visual world shaped by mythology, history, astronomy and cinematic fantasy. The campaign was photographed by Per Appelgren, who once again translates Casablanca’s signature blend of luxury, escapism and contemporary elegance into dreamlike imagery.
“Super excited and grateful to have worked on this surrealistic campaign together with such an amazing crew!ðŸ™ðŸ»” Per Appelgren
The campaign was created on a virtual production stage where physical set elements merge seamlessly with digital landscapes. Sand dunes, monumental architecture and star-filled night skies create a surreal atmosphere inspired by cinematic references such as Death on the Nile and The Prince of Egypt. Rather than aiming for historical reconstruction, Casablanca presents a stylized interpretation of Egypt somewhere between pop culture, travel fantasy and luxurious romance.
The collection itself also draws on Egyptian symbolism: hieroglyphs and graphic patterns blend with Casablanca’s signature color gradients. The palette evokes terracotta tones, North African desert landscapes and classic tennis courts, complemented by crisp whites and soft pastel accents.
Creative Director Charaf Tajer on the inspiration behind the Pre-Fall collection: “I fell in love with Cairo, a city where every street feels like a cinema set. I loved how all its different layers live together, from Ancient Egypt to the romance of Arab movies and the colonial architecture. It is truly fascinating to me, and I can easily draw a parallel between Cairo and Casablanca.”
It is exactly within this tension between fashion imagery, cinema and luxurious travel fantasy that Per Appelgren’s new campaign unfolds.
