Van Heusen unveils ‘Born of Art’ campaign during IPL 2025

Van Heusen, a fashion brand under Aditya Birla Fashion and Retail Limited (ABFRL), has unveiled its latest brand campaign, Born of Art, during Tata IPL 2025. The campaign marks a significant leap in the brand’s evolution—redefining power dressing through the lens of artistic inspiration and creative storytelling.
Set amidst the timeless beauty of Italy’s artistic heritage, the cinematic campaign film opens with a truck winding through historic streets, drawing curious glances. It halts for a dramatic reveal—a giant canvas is unveiled, and from it, models draped in Van Heusen’s latest collection emerge as living embodiments of art. This powerful visual captures the essence of the campaign’s message: Van Heusen’s fashion is not just designed—it’s born of art.

“Van Heusen has always stood for ambition and power,” said Aditya Menon, Assistant Vice President - Marketing, Van Heusen. “With ‘Born of Art’, we’re venturing into a more expressive, artistic territory. Fashion is no longer just about clothes—it’s a manifestation of individuality, creativity, and cultural nuance. This campaign is our boldest expression yet of what Van Heusen stands for in today’s world.”
Mithila Saraf, Chief Operating Officer at Famous Innovations, the agency behind the creative execution, added: “Born of Art reflects Van Heusen’s deepening relationship with culture and creativity. Our narrative fuses high fashion with the emotional power of fine art to connect with a generation that craves both ambition and aesthetic expression.”
The campaign is being rolled out across a powerful mix of platforms, including television, digital, outdoor, and special on-ground activations. As Tata IPL 2025 draws massive national attention, Born of Art leverages the excitement of the tournament to drive deeper brand engagement and visibility.