13 December 2024, Mumbai
Expanding into the eveningwear segment, Aditya Birla Fashion and Retail’s premium clothing brand Van Heusen has launched its new sub-brand, ‘VH Evening.’
Focusing on contemporary evening, VH Evening’s debut collection blends sophisticated and casual styles. Targeting consumers seeking versatile wardrobe options, the collection addresses the evolving fashion preferences of modern professionals.
Abhay Bahugune, Chief Operating Officer, Van Heusen says, the launch of the VH Evening collection is a testament to the brand’s commitment to stay ahead of evolving consumer preferences. The collection not only addresses the gap in the market for sophisticated eveningwear but also redefines the category by offering a seamless blend of individuality, refinement, and versatility.
Inspired by iconic art movements such as the Renaissance, Cubism and Impressionism, the inaugural collection, titled, ‘Born of Art is designed for modern professionals. It features a variety of apparel, including blazers, suits, dresses, shirts, and T-shirts.
According to Gaurav Raheja, Design Director, Van Heusen says, redefining the essence of eveningwear, the collection blends timeless artistic movements with cutting-edge design.
To support the launch of this collection, Van Heusen introduced the ‘Frame’ marketing campaign. Featuring models set against art gallery-like backdrops, the campaign is designed around the concept of wearable art. It emphasises on the creative interaction between fashion and fine art. The campaign includes high-visibility promotions across digital, print, and outdoor platforms, targeting fashion-conscious audiences throughout India
