ADITYA BIRLA NUVO LTD 
By
Van Heusen launches X Lifestyle-Corporate work wear
re-defined
~ Be the trendsetter at work ~
: 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."
About X Lifestyle
X Lifestyle by Van Heusen is a brand new range of fashionable
formalwear designed for the modern professionals. This
fashionable, bold and distinctive range is a mutiny against
mundanism, a revolt against decades-old conventions of staid
formality. It is the epitome of formal chic, an invitation to
an exciting world of dapper dressing. X Lifestyle by Van
Heusen is expected to revolutionise the way Corporate India
dresses itself to work.
X Lifestyle by Van Heusen is a defining moment in corporate
dressing, lending an edgy, stylish and powerful persona to
the whole concept of what one should wear to work. It breaks
decades-old convention of formality and brings in a subtle
and desirable touch of excitement to every professional's
wardrobe. It reflects the belief that creating impact is as
much about style as it is about substance. Through bolder
checks and stripes, inner detailing patterns, slimmer fits,
the range helps the professional of today make a statement
wherever he goes. X Lifestyle by Van Heusen will change the
way Corporate India dresses and looks.
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. The brand epitomises 'Fashion for the
Professional' and its design driver is the combination of
fashion and elegance.
Over the last 22 years of existence in India, Van Heusen has
been making workplace more fashionable. Van Heusen has
consistently tracked and understood the evolving fashion
needs of Indian professionals. At each turning point Van
Heusen has stood witness to these changes, and has been ahead
of the curve in forecasting emerging trends and making it
accessible to the Indian consumer.www.vanheusenindia.com
Van Heusen exclusive stores
HYDERABAD: Banjara Hills: 42301308 • GVK One Mall: 44767833 •
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Ampa Mall: 43300394 • Adyar Basant Nagar: 42022346
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(Opening Shortly) • Wannarpet Ph:
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Road SIRSA: Rodi Market JAIPUR : Triton Mall: 5156726 •
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City Mall: 61801437 • Malad: Infinity Mall: 67656533 •
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For further information, please contact:
Janet Arole
Media Relations
M: +91 - 9702720666
E-mail: janet.arole@adityabirla.com
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