Van Heusen, a leading fashion brand from Aditya Birla Fashion and Retail Limited (ABFRL), has unveiled its bold new campaign, Born of Art. Launched at Tata IPL 2025, the campaign reimagines the intersection of fashion and fine art, marking a pivotal moment for the brand. It showcases a seamless blend of high fashion and artistic expression, embodying sophistication, creativity, and modern ambition.
The cinematic campaign film is set against the stunning backdrop of Italy’s rich artistic heritage. It opens with a truck navigating the historic streets of Italy, capturing the attention of passers-by. As the truck halts, a grand reveal occurs—a massive painting is unveiled, and models adorned in Van Heusen’s latest collection step out from the artwork, symbolising the idea of being 'born of art'. This visual metaphor highlights Van Heusen’s evolution, where fashion comes alive through creativity and self-expression.
Aditya Menon, Assistant Vice President - Marketing at Van Heusen, commented: “Van Heusen has always been a symbol of ambition and power, but with Born of Art, we wanted to explore a new dimension—one where sophistication meets self-expression. Fashion is more than just what you wear; it is a reflection of one’s identity, creativity, and culture. This campaign redefines our brand’s ethos, making the brand more refined while staying rooted in modernity and artistry.”
Mithila Saraf, Chief Operating Officer at Famous Innovations, added: “At Famous Innovations, we believe that creativity is the most powerful force in branding. Born of Art reflects Van Heusen’s evolving ethos in culture, and artistic depth. By integrating fine art with high fashion, we crafted a narrative that speaks to the modern individual—one who values both ambition and aesthetic expression.”
The campaign will be promoted across television, digital, outdoor, and exclusive on-ground activations, ensuring it reaches millions of viewers nationwide. As Tata IPL 2025 captivates audiences, Born of Art establishes Van Heusen at the intersection of culture, creativity, and contemporary style, setting a new benchmark in fashion narratives in India.
