On June 21, 2010, The Fashion Time Machine published a blog by Shannon Hernandez entitled “A Tribute to the Forgotten Fashion Capitals of the World.” Ms. Hernandez calls her article “a tribute” to those places that “have fallen off the radar despite their influence in the fashion industry.” Her list includes such influential locales as Rome, Los Angeles and Monaco. And certainly, one would be hard-pressed to argue why these cities deserve some recognition for their influence on culture, from film to fashion.
That said, here at Emilio & Coco, we felt there was another city that deserved to be added to any list of forgotten capitols of fashion (Ms. Hernandez’s excellent article on The Fashion Time Machine notwithstanding).
Casablanca, Morocco – For centuries Casablanca was an important trading and cultural centre linking Europe not only to Africa, but also to the Near East and the Americas. Intrepid explorers and adventurers from the West discovered treasures from both the Dark Continent and from the Near East.
One could hardly deny that this pivotal Moroccan city doesn’t rank among the most culturally influential centres in modern times. It’s not by accident that the famous Humphrey Bogart / Ingrid Bergman film of the same name is considered by many as being one of the greatest films ever. Surely there were few style icons in Hollywood as synonymous with glamour and suave style as the leading stars of Casablanca. Of course, Rita Hayworth, Gary Cooper and Marlene Dietrich were indeed icons of style department; all were known to frequented Morocco’s beaches and luxury hotels on a regular basis.
Humphrey Bogart & Ingrid Bergman in Casablanca
Decades since that film’s release and Oscar win, Morocco has become the exotic backdrop of choice for foreign producers, standing in for Tibet in Martin Scorsese’s Kundun, Somalia in Ridley Scott’s Black Hawk Down. As for contemporary fashion, Casablanca-inspired looks—from waistcoats to fedoras—continue to influence the world of fashion, such as the revealing menswear look of the collections of Baptiste Viry.
Casablanca-inspired menswear look of the collections of Baptiste Viry.
Morocco’s ethnicity and colour has long proved a draw for the fashion crowd. First into the souk was Yves Saint Laurent who picked up his first Marrakesh home in 1967. (See photos of Yves Saint Laurent’s former Tangier home at Luxist). Jean Paul Gaultier set a collection in Marrakesh’s ancient Medina, while Gucci’s Tom Ford has been spotted truffling through the souks for prizes. David and Victoria Beckham enjoy the odd weekend in Morocco, too.
Morocco has no shortage of celebrity fans either. It’s been rumoured that Casablanca is a favourite getaway spot for Sophia Coppolla. And the list of star names flocking to Marrakesh to mark a special occasion or, indeed, to create a special occasion just for the sake of it, grows longer by the month.
Casablanca and neighbouring cities and resorts continue to watch the world’s movers and shakers meet. not only in the bustling souks and cafes, but in the exclusive hotels and clubs…the modern versions of “Rick’s Place” in the film, come to life…literally! Yes, you read that right, and seeing is believing…
Actual Rick's Cafe in Casablanca today
Rick’s Place is very real and World’s Luxury Guide ranks it among the most romantic places in the world. Former diplomat, Kathy Kriger, had the Café rebuilt in 2004. Her recreation has stayed true to the original film version, right down to the pianists who play “As Time Goes By.”
The original Rick's Cafe from the 1942 film
Time goes by but some things never change: romance. Casablanca still stirs passion within the hearts of fashionable couples the world over. That’s why Casablanca makes Emilio & Coco’s list of forgotten fashion capitols, and why our collection feels right at home there.
And if either Humphrey Bogart or Brad Pitt could see you step into Rick’s Place wearing an Emilio & Coco, he’d have only one thing to say…
“Here’s looking at you, kid.”
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