Denim brand Spykar has launched a new digital campaign titled Made to Fit Every Story, centred on its Chico denim fit, marking an experimental approach that combines artificial intelligence with human influencers within the same visual narratives.
The campaign features short films in which AI-generated models appear alongside social media creators, an uncommon format in Indian fashion advertising. Rather than adopting traditional storytelling, the films are framed from a female perspective, positioning men and menswear through external viewpoints.
Each film opens with scenarios shaped by women’s expectations as expressed online. These moments then transition into stylised, AI-driven visual sequences that exaggerate and reimagine those expectations through digital transformations. Across all narratives, the Chico fit remains a constant, anchoring the stories and reinforcing the product’s versatility across different personal contexts.
By shifting the narrative lens, the campaign moves away from conventional male-centric portrayals and instead explores how men are perceived, imagined and interpreted by others. Humour and visual exaggeration are used to underline this approach, while keeping the focus on everyday relatability.
Spykar chief executive and co-founder Sanjay Vakharia said the brand had consciously chosen to move away from fixed ideas of masculinity that have long dominated men’s fashion advertising. He said the campaign sought to reflect how younger audiences connect today, adding that the use of AI-generated characters alongside social media influencers made the effort both technology-led and culturally relevant.
The campaign positions the Chico fit as adaptable to multiple identities and stories, while signalling Spykar’s broader intent to experiment with emerging technologies in brand communication.
