With many remote villages now reduced to rubble and an estimated , people impacted by the tragedy, Casablanca is committed to providing monetary support to two local NGOs on the ground, Rif Tribes Foundation and The Moroccan Biodiversity and Livelihoods Association. The death toll in the disaster has now passed 2,, with foreign aid now arriving on the ground.
The earthquake damaged buildings in the historic city of Marrakech as well as more remote rural areas. Of course, a brand using its money-making power to help those impacted by a deadly natural disaster is never a bad thing. Attendees walked out of the initial Paris Fashion Week FW23 show, with many calling it out for its tone-deaf approach to the issue of war in Syria, which has displaced millions of people. There was no mention of any money being donated to those affected by the war, despite the brand using an equally displaced Beirut as the backdrop for its latest campaign.
While Casablanca may not have got the message when it comes to capitalising on war for its own profits, supporting those impacted by the earthquake is whole-heartedly a good thing.
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