Van Heusen partnered with the Fashion Design Council of India, the national body promoting fashion and design, to create Van Heusen India Men’s Week, an annual conclave for menswear held in Delhi from 11 to 13 September 2009 across fifteen shows.
Why it mattered
It was positioned as the first event at a global level to showcase the best of India’s menswear design talent as its main subject rather than as a segment within a broader fashion week.
Designers showing included Rohit Bal, Rahul Khanna, Rohit Gandhi, Ashish Soni, Rajesh Pratap Singh and Manoviraj Khosla, among others.
What each side wanted from it
Sital Mehta, CEO of Van Heusen, framed the brand’s interest in terms of the category itself:
With the Van Heusen India Men’s Week, the brand aims to explore and highlight the importance of Men’s Fashion in India with the support of FDCI a renowned body creating landmark events in the field of fashion.
Sunil Sethi, President of the FDCI, described it as a long-held ambition and pointed to the opportunity for newer designers:
The positivity that we saw at Van Heusen made FDCI feel most comfortable with this partnership. This has been a dream project for me at FDCI for a while, and we believe it would be a win-win for all. The Van Heusen India Men’s Week will also provide a platform for young and upcoming designers.
That second point is the substantive one. A dedicated menswear calendar creates room for designers who would not secure a slot in a general fashion week, which is how a category grows past its established names.
About the brand
Van Heusen is a 128-year-old international brand, launched in India nearly twenty years before this partnership, where it became a leading lifestyle label.
Frequently asked questions
When and where was the first Van Heusen India Men’s Week?
Delhi, 11 to 13 September 2009, across fifteen shows.
Why hold a separate men’s fashion week?
A dedicated calendar slot lets buyers attend for menswear specifically and gives emerging designers a platform they would not get in a general fashion week.
This report dates from 2009. See also our report on the 28 designers selected to show.
