NEWME Turns Everyday Dressing Into a Mood With First AI Digital Brand Campaign
Gen Z women no longer have one “everyday look”. Their wardrobes change with their plans. A day can move from college to work, a coffee date, travel or a night out.
NEWME brings these different versions together with #NEWMEeveryday. The campaign is the brand’s first AI-generated digital brand campaign.
The Chameleon Effect Brings the Campaign to Life
At the centre of the campaign is The Chameleon Effect. It is an original anthem created for NEWME. The campaign also features an AI-generated brand film.
The film follows a young woman through different settings, moods and style identities. The chameleon is used as a playful symbol of this change. It adapts to its surroundings while keeping its own identity.
The film uses a series of visual transformations. The protagonist moves between different versions of herself as the story progresses.
The Chameleon Effect gives the campaign its own sound. The original track can also be used across NEWME’s digital platforms.
The film shows how quickly a Gen Z woman can change her clothes and accessories. It reflects a wardrobe that moves with her daily plans.
High-energy music adds a lively rhythm to the film. The campaign presents fashion as a way to explore new looks every day.
Video: https://www.youtube.com/watch?v=oUWkGVLdSpA
NEWME Uses AI Across the Creative Process
The campaign marks a new creative step for NEWME. Both the brand film and the audio for The Chameleon Effect were created using AI.
This makes #NEWMEeveryday NEWME’s first AI-generated digital brand campaign.
The campaign was conceptualised and executed by NEWME’s in-house team. AI was used across the creative production process.
This included visual sequences, characters, environments and transitions. AI also supported the creation of the original campaign anthem.
The campaign moved from concept to final execution in around 30 days.
Sumit Jasoria, Co-founder & CEO, NEWME, said, “Gen Z women don’t dress for one version of themselves. Their lives move quickly between college, work, travel, dates, nights out and everything in between, and fashion moves with them. We are happy to say that NEWME has found space in all of these phases of life of a Gen Z women and #NEWMEeveryday just reflects that reality. As NEWME grows, we want to continue being relevant across more of these everyday moments while staying true to what has always defined the brand – being trendy and aspirational, giving young women the freedom to experiment with who they want to be everyday. From day 1 our logo chameleon depicted this feeling but with this video we want to make the brand much more relevant to the even evolving GenZ women across the country.”
Technology Supports NEWME’s Creative Vision
Speaking about the AI-led creative process, Jasoria added, “Technology has always been a part of how we build NEWME, so bringing it into our creative process felt like a natural extension. But we didn’t want to use AI just because it was new. We started with the creative idea and then explored how AI could help us push that idea further. The ability to experiment with visual worlds, transitions and music, and move from concept to execution so quickly, made the process particularly exciting for our team.”
The campaign reflects NEWME’s wider focus on technology. The brand already uses technology for trend tracking and consumer insights.
It also supports supply-chain agility. This helps NEWME respond quickly to changing fashion preferences.
With #NEWMEeveryday, the brand is bringing this technology-first approach into its creative work.
NEWME Expands Its Fashion and Lifestyle Offering
The campaign reinforces NEWME’s position as a brand for different moods and occasions.
Its fashion offering now covers more than one category. It includes everyday fashion, workwear, partywear, athleisure and loungewear.
The range also includes lingerie and swimwear. NEWME offers perfumes, bags, jewellery, hair colours and accessories as well.
This wider assortment reflects the changing Gen Z wardrobe. It is fluid, experimental and constantly evolving.
A consumer can shop for college, work, travel or a date. She can also find products for nights out, workouts or relaxed days at home.
NEWME aims to become a one-stop fashion and lifestyle destination for young Indian women.
#NEWMEeveryday Invites Consumers to Join In
The campaign will roll out across NEWME’s digital and social platforms.
The rollout will include film teasers and interactive content. It will also encourage consumers to participate in The Chameleon Effect.
As part of #NEWMEEveryDay, consumers can create transition reels using the original track. They can show different sides of their lives through their own videos.
These moments can include college, work, travel, dates, nights out and lazy Sundays.
One winner will receive ₹50,000 worth of NEWME credits.
With #NEWMEeveryday, NEWME brings together its growing fashion and lifestyle offering with its technology-led approach to creativity and communication.
