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Van Heusen, a leader in premium formal and wedding wear under Aditya Birla Fashion and Retail Limited, has launched its new sub-brand, ‘VH Evening,’ marking its entry into the eveningwear segment. The brand introduces the ‘Frame’ campaign, which positions VH Evening as a fusion of art and fashion, redefining evening elegance for both men and women.
Designed for stylish, dressed-up casuals, VH Evening goes beyond traditional office wear to bring a modern edge to after-hours fashion. This launch signifies Van Heusen’s commitment to offering premium casual and eveningwear that blends sophistication with contemporary style.
Aditya Menon, Assistant Vice President - Marketing at Van Heusen, shared, “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.”
‘Frame’ – A Campaign Inspired by Art
The ‘Frame’ campaign pushes creative boundaries by positioning each piece in the VH Evening collection as a wearable masterpiece. Drawing inspiration from the world of art, the campaign presents the collection against an art gallery backdrop, blending fashion with fine art. Key visuals showcase models interacting with artwork, creating an immersive experience that blurs the lines between art appreciation and fashion expression.
The campaign will be launched across digital, print, and out-of-home platforms, ensuring wide visibility among urban, fashion-forward consumers. Experiential activations, including pop-up gallery installations in major cities, will allow customers to interact with the collection in a unique, art-inspired setting.
Through ‘Frame,’ Van Heusen aims to position VH Evening as an aspirational label, offering premium eveningwear that balances sophistication with self-expression. The collection’s art-inspired ethos reinforces Van Heusen’s vision of turning each piece of clothing into a statement.
‘Born of Art’ Collection
The debut ‘Born of Art’ collection takes inspiration from key art movements such as the Renaissance, Cubism, and Impressionism. Melding classic and contemporary influences, the collection features creatively crafted blazers, suits, dresses, shirts, and T-shirts with bold art-inspired prints and subtle artistic details. The line is designed for those who appreciate art in all its forms and wish to wear it as an extension of their personality.
The ‘Born of Art’ collection will be available at Van Heusen stores nationwide and online. As part of the launch, pop-up gallery events will be held in major cities, allowing consumers to experience the collection in an art-inspired atmosphere.
