Mumbai: Van Heusen, India’s No. 1 premium lifestyle brand for men, women and youth today announced the launch of its brand new range of corporate wear, aptly called X-Lifestyle, designed for modern professionals. This fashionable, bold and distinctive range is expected to revolutionise the way Corporate India dresses itself to work.
X-Lifestyle by Van Heusen breaks the decades-old convention of formality and brings in a subtle and desirable touch of excitement to every professional’s wardrobe. It reflects the belief of next generation of professionals - that creating impact is as much about style as it is about substance. X Lifestyle is a mutiny against mundanism, a revolt against decades-old convention of staid formality. Through bolder checks and stripes, inner detailing patterns, slimmer fits, the range helps the professional of today make a statement wherever he goes.
The launch event of this innovative line was an equally unique and a stunning affair, with the Jet Airways Hangar at the Mumbai International airport serving as the venue. Several well-known faces from the social circuit added a dazzling touch of glamour to the event. The event was compered by Kamaal Sidhu and was led by Mr. Pranab Barua, Business Director, Apparel & Retail, Aditya Birla Nuvo Limited, who unveiled the X-Lifestyle branded Jet Airways aircraft.
The ordinary hangar was transformed into a glamorous backdrop for the fashion show. The ramp was set up in a “X” shape, inspired by the ‘X’ of X-Lifestyle, which offered the guests an amazing vantage point to witness the whole proceedings.
The evening was a fantastic display of fashion and glamour, which saw the participation of prominent entrepreneurs such as Phanindra Sama, CEO, RedBus and Sanjay Sharma sashaying down the specially created ramp, along with top models of the country like Chetan Hansraj, Adam Bedi, Shawar Ali, Acquin Pais, Alex o Neil, Sunny, Siddharth Kher, Sid Rawal, Kushal Punjabi, Robbie Mairh, Nameet Khanna and Freddy Daruwala styled in the X Lifestyle collection. Actor and style icon Rahul Khanna made a striking appearance as the showstopper for the event.
Speaking on the occasion Mr. Ashish Dikshit, CEO, Madura Fashion & Lifestyle, said, “We are extremely delighted to announce the launch of our latest collection – the X Lifestyle by Van Heusen. Over the last 22 years of existence in India, Van Heusen has been making workplace more fashionable. We have consistently tracked and understood the evolving fashion needs of Indian professionals. At each turning point we have been at the forefront of bringing innovative products for the professional. With the professional world becoming more fashionable, we wanted to redefine corporate fashion. And X-Lifestyle is an attempt in that direction. With bolder checks and stripes, inner detailing patterns, slimmer fits, this range will make the workplace far more trendier and help the professional make a statement wherever he goes.”
Manish Dureja, Vice President - Jet Airways, said, “At Jet Airways, we pride ourselves in fostering long-term relationships with our guests and frequent flyers through constant customer centric innovation. The aircraft wrap is like a flying billboard that allows clients to take their brands to the skies quite literally. All of us at Jet Airways are immensely proud and happy to have innovated to create another opportunity for media buyers. We are happy to partner with Van Heusen, and are certain X Lifestyle will reach out to its target customers through this unique branding opportunity."