Spykar has unveiled a first-of-its-kind campaign, ‘Made to Fit Every Story’, marking a bold step in the evolution of fashion advertising. Focused on Chico, one of the brand’s most popular denim fits, the campaign stands out for seamlessly integrating AI-generated models with real-life social media influencers, creating a visually distinctive and culturally relevant narrative.
Moving away from conventional hyper-masculine storytelling, the films adopt a fresh, female-led perspective infused with wit and relatability. The campaign reflects a shift in how modern masculinity is expressed, positioning fashion as a response to evolving social dynamics rather than performance.
Each storyline begins with a familiar digital-age interaction where a male protagonist encounters a woman’s expectation expressed online. This is followed by humorous, visually exaggerated transformations brought to life through cinematic AI-powered sequences, with Chico consistently positioned as the central style anchor. The recurring message reinforces the fit as universally desirable and expressive of individuality.
Commenting on the campaign, Sanjay Vakharia, CEO and Co-founder, Spykar, said, “Fashion advertising for men has traditionally been built around a fixed idea of masculinity. With this campaign, we consciously move away from that and flip the gaze. We wanted to tell stories that feel familiar to how young people connect today. The campaign is tech-forward and interesting as it integrates AI-generated characters as models alongside social media influencers.”
The campaign concludes each story with a signature line: “Every girl has a story—the real question is, are you dressed to be the main character in it?” It is currently live on Instagram.
