Spykar has unveiled a new digital campaign titled Made to Fit Every Story, introducing an experimental approach that brings together AI-generated models and real-world creators within the same storytelling universe. Built around Chico, one of the brand’s core denim fits, the campaign reflects Spykar’s attempt to reframe men’s fashion communication through technology-led creativity and shifting cultural perspectives.
Link: https://www.instagram.com/reel/DThXQsYE53Z/?utm_source=ig_web_copy_link
The campaign stands out for its use of artificial intelligence alongside social media influencers-an uncommon combination in Indian fashion advertising. Rather than relying on traditional masculinity-driven narratives, the films adopt a female-led point of view, using women’s online conversations and expectations as the starting point for each story.
Each film opens with a relatable scenario shaped by women’s perspectives, drawn from digital culture and social interactions. These moments then transition into exaggerated, AI-powered visual sequences that transform the narrative, with the Chico denim fit acting as the constant across changing situations. The use of visual amplification and humour allows the brand to explore how men are perceived and imagined through external lenses, rather than how they traditionally present themselves.
By shifting the gaze from male self-expression to perception, the campaign challenges long-standing tropes in men’s fashion advertising. The integration of AI-generated characters further enhances the storytelling, creating stylised interpretations that feel contemporary and digitally native.
Commenting on the approach, Sanjay Vakharia, CEO and co-founder of Spykar, noted that the campaign deliberately moves away from fixed ideas of masculinity to reflect how younger audiences connect with fashion today.
The campaign signs off with the line, “Every girl has a story-the real question is, are you dressed to be the main character in it?” Made to Fit Every Story is currently live across Spykar’s Instagram platforms.
