Van Heusen, India’s leading fashion brand from Aditya Birla Fashion and Retail Limited (ABFRL), takes a bold leap into artistic expression with its latest campaign, Born of Art, launched at Tata IPL 2025. The campaign marks a transformative moment for the brand, seamlessly blending high fashion with fine art to redefine sophistication, creativity, and modern ambition.

Set against the breath-taking backdrop of Italy’s rich artistic heritage, ‘Born of Art' unfolds like a cinematic masterpiece. The campaign film opens with a truck navigating through Italy’s historic streets, drawing the attention of intrigued onlookers. As the truck comes to a halt, a grand reveal unfolds—a massive painting is unveiled, and in a mesmerizing moment, models adorned in Van Heusen’s latest collection step out of the artwork, embodying the essence of being literally ‘born of art.’ This striking visual metaphor captures Van Heusen’s evolution— where fashion comes alive with creativity, self-expression, and artistry.

Speaking on the launch, Aditya Menon, Assistant Vice President of 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.”

Adding to this, Mithila Saraf, Chief Operating Officer at Famous Innovations, said, “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”, shared.

The campaign is being amplified across multiple touchpoints, including television, digital, outdoor, and exclusive on-ground activations, ensuring widespread engagement. As Tata IPL 2025 captivates
millions across the nation, ‘Born of Art’ positions Van Heusen at the intersection of culture, creativity, and contemporary style, setting a new benchmark for fashion narratives in India.

Link to the campaign - https://youtu.be/RCsz8E-lFos