Priya de Souza is a graduate of Newcastle University, where she studied Modern Languages and Literature (Spanish and Portuguese). Born in the UK, de Souza’s flair for languages and international culture guided her professional ambitions from the outset. She entered the fashion and media industry in London, landing an early role at i-D Magazine as an Advertising Manager, a post she held for over three years. There she honed her understanding of youth culture, content strategy, and the commercial foundations of fashion publishing. Priya de Souza’s most recent chapter before Casablanca Paris saw her lead Global Marketing Communications for Adidas Originals
Media, Collaborations, and Digital Leadership
De Souza steadily rose through the ranks at Dazed Media, one of the world’s foremost platforms at the intersection of culture, fashion, and youth. As Group Director and later Executive Director for Partnerships, she oversaw global fashion collaborations, experiential campaigns, and multimedia sponsorships, developing deep expertise in creative partnerships and digital-first brand building..
She then spent a year as Brand Director at Agent Provocateur, focusing on repositioning the iconic lingerie label through product launches and global communications. Shortly after, she joined Exposure, a leading creative agency, further sharpening her skills in global PR, creative marketing, and integrated brand activations.
Adidas Originals: Campaigns and Influence
At Adidas, she orchestrated a wave of high-impact campaigns and cultural collaborations—including those with Gucci, Balenciaga, Grace Wales Bonner, and more. She was widely credited with steering the brand’s social media, influencer, and press strategy for some of its most-watched launches.
Her achievements include driving Adidas’s status as a key player at the crossroads of streetwear and luxury, deepening its engagement with new generations and global markets.
Appointment at Casablanca Paris
On September 22, 2025, Casablanca Paris officially named Priya de Souza as Chief Marketing Officer, reporting directly to CEO Frédéric Lukoff and working closely with the brand’s founder and artistic director, Charaf Tajer]. In this newly created role, de Souza is tasked with devising and executing the house’s global communications and marketing strategy at a key moment in Casablanca’s expansion.
“Priya and I have known each other for fifteen years. It’s a pleasure to welcome such a brilliant and sensitive person to the industry,” said Charaf Tajer in the brand’s press release. “She has a rare ability to understand both the industry and the social movements that shape our world. I’m delighted to be writing the brand’s next chapter with her.”
Strategic Mandate and Initial Accomplishments
Arriving as Casablanca Paris scales up—fresh from opening its first flagship store at 62 Rue du Faubourg Saint-Honoré, Paris, and prepping U.S. retail expansion—de Souza’s brief is to solidify brand positioning, innovatively manage collaborations, and elevate digital performance. Already, she has led initiatives that enhance the brand’s storytelling, foster cross-cultural partnerships, and position Casablanca Paris as a key player at Paris Fashion Week and among global premium retailers.
Her arrival also marks a strategic shift, following in the footsteps of Txampi Diz, who previously headed marketing, as Casablanca looks to expand further into womenswear, accessories, and multi-brand retail channels.
Press, Industry Impact, and Legacy
De Souza’s appointment is widely seen as a major coup for Casablanca Paris, underscoring the company’s commitment to experimental, culturally relevant, and globally facing marketing. The brand has highlighted her rare ability to read both the industry and the social movements that shape our world. Her efforts are already expected to help Casablanca Paris capitalize on recent momentum by deepening its global communications and collaborative footprint.
Timeline and Milestones
| Year | Milestone / Achievement |
| 2000–2004 | BA, Modern Languages & Literature, Newcastle University |
| 2007–2010 | Advertising Manager, i-D Magazine |
| 2010–2019 | Group Director, then Executive Director Partnerships, Dazed Media |
| 2019–2020 | Brand Director, Agent Provocateur; Brand Director, Exposure |
| 2021–2025 | Senior Director, Global Marketing Communications, Adidas Originals |
| Sept 2025 | Appointed Chief Marketing Officer, Casablanca Paris |
Priya de Souza brings deep digital expertise, creative vision, and a proven ability to build dynamic brand cultures. As Casablanca Paris’s CMO, she is poised to write bold new chapters for one of France’s most exciting luxury houses.
