The new campaign features the face of the brand and India’s leading Hindi film actor Jacqueline Fernandez.
"Targeting young professionals, Van Heusen Denim Labs is designed to look undeniably sharp and engineered to provide true freedom of movement, infused with an upgrade on style and comfort. Using its rich experience of over 128-years in the workwear category, this new sub-brand stands for fashion and functionality, with each product offering created to provide the perfect blend of comfort, performance, and ergonomics," ABFRL said in a press release.
Van Heusen Denim Labs will offer an entire collection range including shirts, trousers, layering pieces like truckers, jackets and blazers for both men and women. The collection features attractive style elements such as a contoured waist for maximum grip and sleek look, reinforced seams for extra durability, power stretch for easy movement and easy-access pockets. These denims are available in different fits such as skinny, slim, and regular, all of which come in a selection of washes and finishes.
Centered over Jacqueline who is grooving, stretching, swaying, spinning in variety of denims by Van Heusen Denim Labs, the new campaign showcases the broad range of supremely stylish denims perfect for every occasion and mood of today’s style and comfort conscious consumer.
“We have recognised that the country’s younger consumers are seeking comfortable and functional denim wear considering the new norms being implemented across the workplace. We felt this is the best time to launch our new denim sub-brand. Denim Labs encapsulates the authenticity and heritage of Van Heusen with a contemporary and aesthetic personality that will appeal to today’s youth. Our new brand is targeted at the young who are self-driven, passionate, stylish, tech-savvy, ambitious and assertive. With the launch of Denim Labs, we aim to be the most preferred denim brand in the country for young professionals,” Abhay Bahugune, chief operating officer, Van Heusen said.
“With this campaign, we are confident that our viewers will recognise how Denim Labs is a playful yet stylish addition to their wardrobe. Jacqueline has brought the whole idea of #MoveInTheNewBlue alive which will be loved by audience at-large,” added Bahugune.
Fibre2Fashion News Desk (RKS)