Deepika Padukone For Van Huesen
Mumbai, 17th April’14: Debuting as designer with the Van Heusen Autumn Winter 2013 collection, Deepika Padukone proved that her association with the brand Van Heusen was more than a mere celebrity endorsement. Showcasing her involvement with the line from the designing to shooting to the promoting, Deepika showed just how much of a stakeholder she was in the brand. The Van Heusen Limited Edition Spring Summer 2014 collection offers an even more in-depth look into her journey as designer. Riding on the success and acclaim of her debut collection, Deepika returns with a collection that has been designed to be “easy and effortless, keeping the summer season in mind” in her own words.
“From summery sheath dresses with gorgeously scooped backs to fitted texture-on-texture dresses to embellished tops that go well at champagne lunches, summer parties and social dos, the idea has been to create something luxurious for every place a woman can expect to find herself this summer” elaborates Deepika on what a woman can expect to see in this season’s collection.
After spending close to 6 months on designing and perfecting the collection, the diva spent a weekend at the resort town of Saint-Tropez on the French Riviera, shooting for the collection with ace South African fashion photographer, Justin Polkey. The actress also shot extensively for a clutch of short films, made specifically to give brand aficionados a look into just what goes into creating a collection.
Keeping up with its essence, the collection was launched in an equally unique and exclusive affair with 10 fans walking the ramp with Deepika to unveil the collection. These lucky divas were selected through a unique online contest ‘Walk the Ramp with Deepika’. 10 winners, handpicked by Deepika unveiled the collection in a show hosted by Gaurav Kapoor where Deepika walked the ramp not as a show stopper but as the designer at the end. A dynamic dance performance by celebrity choreographer Terrance Lewis’s team and an exclusive Q&A session with Deepika added an extra oomph, making the evening truly mesmeric with a whole lot of pizzazz. Several well-known faces from the fashion and social media circuits added a dazzling touch of glamour to the event.
Vinay Bhopatkar, Brand Head – Van Heusen commented saying that, “We are thrilled at how our relationship has grown with Deepika. Van Heusen & Deepika epitomize effortless style and sophisticated fashion, while being chic and elegant. This season we are taking the association multiple steps ahead with Deepika in essence, turning the creative director with her being involved in every aspect of the collection – from designing to shoot concept planning to promotion. We worked together on this unique concept of getting actual consumers walk the ramp for the collection launch – and we are extremely happy with the final output. Going by the success of our previous season, we’ve no doubt about the collection being received well. Shot in the scenically summery and luxurious Saint-Tropez, I think we’ve a stunning campaign on our hands. And we have lined up an aggressive media plan to support the campaign which will break middle of April”.
The Van Heusen Limited Edition Spring Summer’14 collection, designed by Deepika Padukone is already available in select outlets across India from April.
About Limited Edition
Designed by Deepika Padukone for Van Heusen, Limited Edition collection is about high fashion & exclusivity – where someone buying the collection can’t help being awe struck by the ‘couture’ spirit around the collection. Crafted from the most sophisticated fabrics and contemporary cuts & designs, this trend-setting collection lends a celeb status to the wearer – where she feels special and at the same time she also feels comfortable and confident. This is what Deepika has to say about it: “Ever so often, when I see a dress, I just wish it had a little something extra – a trim or a bow that could take it just a notch higher. Every piece you see in the collection is designed by me, with the sole intention of making a woman feel special, and yet real.”
About Van Heusen
Van Heusen is India’s No. 1 premium lifestyle brand for men, women and youth. With a rich heritage of 128 years, the brand entered India in 1990. It has had the unique distinction of establishing not only the brand, but also the ready-to-wear category in India. Van Heusen has consistently been ahead of the curve in understanding the evolving fashion needs of Indian professionals and making it accessible to the Indian consumer. Today Van Heusen is not only the most preferred work wear brand, but also effortlessly straddles entire spectrum of occasions like casuals, ceremonial and club wear and this is what sets Van Heusen apart as the premium lifestyle brand.