Casablanca: Didier Nguyen appointed CEO

Recognisable for its vivid, colourful prints and luxurious reinterpretations of streetwear codes, designer Charaf Tajer’s label has a new captain at the helm. The brand has announced the appointment of Didier Nguyen as chief executive, replacing Frédérik Lukoff, who had held the position since 2023 and now becomes special adviser.

“I have long admired Didier’s trajectory and his ability to be a product curator while also possessing a keen business sense,” said Charaf Tajer in a statement. “He shares the same passion for beauty, craftsmanship and storytelling that lies at the heart of everything we do. We align on so many cultural levels and values; there is a sincere mutual respect, and I am thrilled to build the next chapter of Casablanca together.”

Didier Nguyen brings deep experience across the luxury sector and independent labels to Casablanca. Over the past two years, he has advised fashion and luxury brands on brand positioning and growth strategy. Nguyen began his luxury career at Givenchy in 2006, before heading up its menswear offering. He then joined Dior in 2013 to lead the wholesale business. The following year, he moved to Saint Laurent, part of the Kering group, to oversee wholesale for its menswear offering in the US market, before going on to lead this activity globally. In 2016, he left New York for California and joined a fledgling brand: Amiri. Working alongside founder Mike Amiri, he helped drive the rise of the American premium brand as executive vice-president in charge of business development. In 2026, he therefore joins another independent brand, whose shareholding has never been disclosed, and which remains designed by its founder.

“Casablanca is a house like no other,” said Nguyen in a statement. “Charaf has built something truly rare: a brand so vibrant, with an identity you feel even before you see the name. This kind of soul cannot be manufactured; it has to be earned. I am deeply honoured to join him and this exceptional team, and I look forward to developing what, for me, is just beginning.”

These are indeed challenging times operationally. While Casablanca opened its first flagships in the United States and Paris last year, the global luxury fashion market is currently contracting and international retailers are very cautious in their purchasing. Independent labels must navigate this period with precision to emerge. Didier Nguyen’s knowledge of the global department store network could be a major advantage for the brand, which shows at Paris Fashion Week.