Van Heusen-GQ Fashion Nights, rocks men’s fashion

In a mission to break the trend of fashion shows being all about women and fancy designer wear, Van Heusen, a frontrunner in men’s apparel has tied up with GQ, the leader in fashion content, to launch a men’s fashion show ‘Van Heusen GQ Fashion Nights’. Held at the Grand Hyatt in Mumbai recently, the Van Heusen GQ Fashion Nights had two Van Heusen shows to unveil their Spring/Summer 2016 collection for the fashion conscious man. “Van Heusen is a fashion leader in the apparel space and GQ is a leader in fashion content. So we created this platform. It would be an annual exercise,” says Vinay A Bhopatkar, Chief Operating Officer-Van Heusen.

Showcasing men’s fashion on the ramp

A flagship brand of the Madura Fashion & Lifestyle group, Van Heusen, the 135-year-old American brand has been present in India for the past 25 years. Bhopatkar says the fashion Nights will be an annual exercise commemorating the best of menswear. Van Heusen, showcased trends that are sophisticated and sharp, catering proficiently to urban Indian men. With renowned designers Raghavendra Rathore, Rajesh Pratap Singh, Shantanu & Nikhil, Rohit Gandhi and Rahul Khanna, Troy Costa, and Dhruv Kapoor with Ujjwal Dubey presenting their collection through six shows, this one of a kind fashion show showcased men’s wear at its very best. Although the Indian market has historically been led by men’s brands, over the years there has been few men’s fashion week.

Bhopatkar, points out, “There have never been a men’s fashion week, fashion shows are largely women- and designer-led. And designers are more dressed up and ceremonial. But we have been a market leader and are consistently setting trends over the years. So, we had to take the lead. We have a large presence in occasion wear. But we believe there is a truly youth lifestyle space. Van Heusen is for a 35-year-old corporate professional while V dot, is for a 22-year-olds and offers denim. So there is a lot of difference in terms of the target segment. So it is a challenging and exciting journey.”

Van Heusen Woman is a western wear line and as Bhopatkar says they have invested a lot in terms of communication and marketing. “Last year we had an association with Deepika Padukone. Western wear in the Indian context means younger consumers who are in the corporate world.”

Makings of an aspirational brand

In a bid to make the brand aspirational, Van Heusen has launched the concept ‘My Fit’ which is all about customisation. There are fits for all Indian body types. Normal fits are slim and regular. With fits for men who work out and a V shaped body and for those with a paunch, there are fine modifications in sizes along with adjusted sleeve lengths and innovative design elements. The company believes that a size 42 slim fit doesn’t necessarily suit every body type, and is more like a buffet area that should offers the consumer more options rather than just a standard menu.

“Nearly 50 percent of our business comes from formals. We cater to almost all occasions. Fashion retail has multiple dimensions. Brands are built through merchandise. And merchandise changes every six months. We keep working on the store look,” explains Bhotpatkar. With an USP of being an aspirational brand with customised fits across physiques and age groups, Van Heusen now looks all set to rock the ramp and men’s wardrobes in the year ahead.