Encapsulating the Essence of Tokyo.
Casablanca took its signature blend of leisure and luxury to the streets of Tokyo for its Fall/Winter 2025 campaign, “Kaizen.” The campaign, a tribute to the city’s complex and awe-inspiring spirit, moves beyond traditional studio photography to offer a documentary-style look at everyday life in the Japanese metropolis.
Under the vision of founder and creative director Charaf Tajer, the campaign is a culmination of his two decades of visits to Japan. Instead of a celebrity-filled cast, the campaign features a cast of locals, including Serena Motola, Daiki Koga, and Mona Kawasaki, who are captured in their daily rituals. Photographed by Theo Liu, the images are less of a posed editorial and more like a collection of vivid, polished holiday snapshots.
The campaign’s visuals highlight the contrasts that define Tokyo: the quiet contemplation of a traditional tatami room set against the dazzling chaos of a neon-lit street, or the crisp lines of a corporate uniform next to a whimsical, cartoon-inspired pastel outfit. This juxtaposition is at the heart of the collection itself, which seamlessly blends elements of Japanese subcultures with Casablanca’s refined aesthetic.
The collection, titled “Kaizen”—a Japanese philosophy of continuous improvement—is reflected in the meticulous details and refined silhouettes. Tailored wool suits are softened with kimono-style belts, while leather jackets draw inspiration from the embroidered uniforms of the Bōsōzoku biker gang. The brand’s signature gradient knits and accessories featuring blooming sakura and plush mascots add a playful and nostalgic touch, proving that elegance and whimsy can coexist.
Check out the images below.
