Premium fashion brand Van Heusen has unveiled its latest campaign, Born of Art, during Tata IPL 2025. The campaign marks a bold shift for the brand, merging high fashion with fine art to express sophistication, creativity, and modern ambition.
Set against Italy’s iconic art-laden landscapes, the cinematic campaign features a dramatic sequence where a truck reveals a giant painting from which models clad in Van Heusen’s latest collection emerge—visually portraying the concept of being ‘born of art.’
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, 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 rolling out nationwide through TV, digital platforms, outdoor media, and exclusive IPL-led activations, positioning Van Heusen at the cultural intersection of style and self-expression.
