What does a truly “Happy Women’s Day” feel like? According to Van Heusen Innerwear, it’s the moment a woman unhooks her bra at the end of a long day.
In its latest campaign, the Aditya Birla Fashion-owned brand takes an unconventional route, celebrating comfort over clichés. The ad features a crumpled shirt with a bra placed over it, visually mimicking how many women feel constricted throughout the day. The copy boldly declares: “Happy Women’s Day has nothing to do with us,” reinforcing the idea that true comfort begins when women can be themselves—without external expectations, quite literally.
“At Van Heusen Innerwear, we believe that truly supporting women goes beyond just words or marketing campaigns—it means acknowledging their real, everyday experiences. Hence on Women’s Day, instead of relying on clichés, we chose to have an honest conversation about comfort. Women don’t need another brand telling them to “celebrate” if it doesn’t reflect their reality. The simple truth is that no matter how comfortable or supportive a bra is, there’s an undeniable sense of relief in taking it off at the end of the day. That’s a lived experience shared by women everywhere, and it’s one we wanted to recognise with authenticity,” Puneet Kumar Malik, CEO, Van Heusen Innerwear, told FE.
The message is clear: Van Heusen Innerwear wants to position itself as a brand that understands women’s daily experiences, not just through product innovation but also by acknowledging real emotions around intimate wear.
While most brands flood Women’s Day with empowerment narratives, Van Heusen’s approach is refreshingly relatable—ditching grand statements in favor of a simple, universally understood moment. The ad also subtly reinforces the brand’s commitment to designing innerwear that prioritises comfort, recognising that sometimes, the best support is the one you barely feel.