Van Heusen, India’s leading power dressing brand from Aditya Birla Fashion and Retail Ltd (ABFRL), presents “Move Labs Collection”, a uniquely engineered clothing line for the contemporary man, with international Parkour Artist, Chase Armitage.
- It is available across 400 stores in 170+ towns and online
- The campaign is live across the brand’s social media page, Hotstar, Voot, SonyLiv, 652 PVR screens
Van Heusen’s Move Labs Collection offers a wide range of shirts, trousers, suits and blazers for the modern-day men who value functionality along with fashion.
Targeted at young professionals, the Move Labs Collection is superbly stylish, incredibly comfortable and engineered to provide freedom of movement.
The collection’s ultra-stretchable fabric is lightweight, wrinkle-free and allows ease of movement, which resonates with today’s consumer’s fast-paced lifestyle.
The brand campaign aims to highlight the collection’s ergonomically engineered design with international Parkour Artist, Chase Armitage.
The campaign is live across its social media pages, including Facebook, Instagram, and YouTube. It will also be featured across television advertisements, OTT platforms like Hotstar, Voot, and SonyLiv, and across 652 PVR screens.
“We are delighted that the “Move Labs Campaign” has been the most successful campaign till date. With fast paced lifestyle, the demand for comfortable clothing is growing. Consumers are looking for solution-driven features and the collection is one stop solution for their needs.” He added, “Our consumers have loved the collection and we have been encouraged with the positive sentiment. Van Heusen stands for fashion and functionality and this unique campaign resonates the vision.”
Mr. Abhay Bahugune, COO, Van Heusen, Aditya Birla Fashion and Retail, said,
“This campaign builds on the promise of freedom of movement established in our first Move Labs parkour film, shot in London. The campaign, in addition to being dynamic and high on adrenaline, portrays the brand in a new way by having a protagonist who uses his parkour skills for the greater good. Every stunt was shot live without the use of CGI, providing an exciting filmmaking experience. Our goal with these campaigns is to establish a new narrative in the stoic and serious category of men’s formals, making the category aspirational for the young.”
Ms. Mithila Saraf, Business Head, Famous Innovations, said,
About Van Heusen:
Van Heusen is the No. 1 premium lifestyle brand for professionals in India. With a 128-year history in the United States of America, the brand entered India in 1990.
Over its 32-year existence in India, Van Heusen has established itself as a fashion authority for the ever-changing Indian consumer and as a one-stop destination for the latest trends.
Today, Van Heusen is not only the most popular workwear brand, but it also seamlessly bridges the gap between casuals, formals, party wear, and activewear.
About ABFRL:
