HAVING previously presented its autumn-winter 2023 For the Peace collection in June 2023, Casablanca has just unveiled its latest campaign titled Love Against War. With a key focus being on Syrian youth and culture, creative director Charaf Tajer decided to continue this emotive narrative with the new campaign.
Placing an emphasis on peace, understanding and human empathy, Love Against War explores the omnipotent, indestructible yearning for human connection.
Shot in Beirut, the images portray the importance of affection in the wake of conflict and other distressing events.
Love Against War explores intimate, hidden stories from real-life scenarios in Syria in order to shed light on the daily lives of those affected. “With this campaign, it is important for us to show the paradox of finding love and beauty, where there is pain and destruction,” states Tajer.
The campaign is based on a story from Maya Chantout, creative director and friend of Charaf Tajer.
Speaking on her own experience, Chantout said: “In 2012, I had to leave my beloved Syria because of the war. It was one of the hardest things I’ve ever done. I consider myself lucky, but I can’t shake off the guilt of surviving. I admire my friends for their strength, their ability to find hope in new ways…They taught me the power of hope and the importance of cherishing life even in the darkest of times.”
by Sophie Richardson