Van Heusen, India’s fashion brand from Aditya Birla Fashion, has rolled out a campaign ‘Van Heusen Born of Art’, to spotlight the brand’s essence by seamlessly blending high fashion with fine art, celebrating creativity and modern ambition.

Conceptualised by Famous Innovations, the campaign comprises an ad film. 

Set against the backdrop of Italy’s artistic legacy, the film begins with a truck weaving through historic streets, sparking curiosity among passersby. When the truck finally stops, a dramatic reveal takes center stage - a colossal painting unfurls, and in a breathtaking moment, models draped in Van Heusen’s latest collection step out of the canvas itself. This stunning visual metaphor powerfully illustrates Van Heusen’s transformation - where fashion transcends the ordinary, emerging as a living expression of creativity, individuality, and art.

What do we think about it: A visually striking campaign that elegantly fuses fashion with fine art. With cinematic flair and a compelling metaphor, it captivates attention and lingers in the mind long after, evoking emotion while subtly reinforcing the brand’s message.

Aditya Menon, assistant vice president - marketing, Van Heusen, said, “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, 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 is being rolled out across television, digital, outdoor media, and is further amplified through strategic on-ground activations.