MUMBAI: Van Heusen, long associated with premium formal and wedding wear from Aditya Birla Fashion and Retail Limited, is looking to make waves in the eveningwear segment with the launch of its sub-brand, ‘VH Evening.’ At the heart of this launch is ‘Frame,’ a marketing campaign that positions VH Evening as a fusion of art and fashion, aimed at redefining evening elegance for both men and women.
‘VH Evening’ is designed for stylish, dressed-up casuals for men and women that go beyond traditional office wear, infusing a modern edge to after-hours style. Its launch signals Van Heusen’s commitment to bringing premium, casual and eveningwear and the aim is to blend sophistication with what the company says are fresh and dynamic looks.
Aditya Menon, assistant VP marketing, Van Heusen said, “VH Evening is more than just a sub-brand; it is a statement of Van Heusen’s commitment to building its strength in today’s dynamic fashion landscape. With the launch of our campaign ‘Frame,’ we’re amplifying the concept of wearable art, creating a deep connection between our consumers and the artistry behind every piece in the collection. By leveraging a 360-degree marketing strategy spanning digital, print, and experiential activations, we aim to establish VH Evening as the go-to label for discerning audiences looking for premium eveningwear that combines sophistication with self-expression.”
A Campaign Inspired by Art: ‘Frame’
Van Heusen said that it is trying to push creative boundaries with ‘Frame,’ the core creative campaign supporting VH Evening’s debut. Drawing directly from the art world, ‘Frame’ treats each item in the collection as a wearable masterpiece, emphasizing the concept of wearable art for style-conscious audiences. Every visual in the campaign is set against an art gallery-like backdrop, underscoring the connection between fashion and fine art. Key visual assets feature models in gallery spaces, engaging with the artwork on display, creating an immersive experience that blurs the lines between art appreciation and fashion expression.
The campaign includes a launch across digital, print, and out-of-home platforms, ensuring maximum reach among urban and fashion-forward audiences. Additionally, experiential activations such as pop-up gallery installations in major cities will give customers a chance to interact with the collection in a unique, art-inspired setting.
Through ‘Frame,’ Van Heusen aims to position VH Evening as an aspirational label, catering to a discerning audience looking for premium eveningwear that balances sophistication with self-expression. The campaign reinforces Van Heusen’s vision of making every piece a statement, allowing consumers to connect deeply with the artistry behind the collection.
The debut collection, ‘Born of Art,’ is a curated line drawing inspiration from some of history’s most significant art movements, including the Renaissance, Cubism, and Impressionism. Melding classic and contemporary influences, the collection embodies a creative ethos and is crafted for those who appreciate art in every form, seeking to wear it as an extension of their personality.
The collection features apparel for both men and women, from elegantly designed blazers, sophisticated suits, and dresses to shirts and T-shirts.
Crafted with contemporary silhouettes, the collection reflects bold, art-inspired prints and subtle detailing, such as artistic motifs in linings or under collars, providing a versatile selection for evening occasions and social settings.
With VH Evening, Van Heusen explains that it is not just launching a new line but also positioning itself at the confluence of art and fashion. The collection’s emphasis on artistic expression looks to align with the brand’s goal to help individuals express their personalities through what they wear, making each piece more than just clothing—it’s a statement.
The ‘Born of Art’ collection will be available at Van Heusen stores nationwide and online. As part of the launch, customers will also have the opportunity to experience the collection through pop-up gallery events in major cities, reinforcing the campaign’s art-inspired theme.
Link to the campaign:
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