Straight from the book of art

Brand Van Heusen’s new VM concept is all about celebrating the power of art, while conveying the essence of the brand’s fashion philosophy. It’s a statement about proudly wearing one’s artistic heritage on the sleeve, while reflecting the brand attributes.  

“The concept is inspired by the book of art. The mannequin, made to look like it’s just stepping off a book, reinforces the message. Further, the cove created inside the book is a nod to olden times and the classic charm of hiding treasures inside a book. The treasure in this case is the mannequin wearing the merchandise,” explains Akash Ashesh – GM, National Head- VM, ABFRL (Aditya Birla Fashion and Retail Limited). 

“It is like we have opened the book of art treasure, and hence the open book,” he adds. For smaller window spaces a half book concept has been used and the same concept has been extended inside the store, where the merchandise is framed, informs Akash. As he points out, “We believe everything that is framed becomes a piece of art.” 

The VM concept is essentially rooted in the transformative power of art and the brand belief that these garments from the House of Van Heusen transcend mere fashion, and that each item is a wearable masterpiece, seamlessly weaving rich history with contemporary expression.