Spykar has launched ‘Made to Fit Every Story’, a digital-first campaign built around Chico, one of the brand’s most popular denim fits. The campaign combines AI-generated models with real-life social media influencers, marking a rare instance where both appear together within the same advertising films.
The creative approach departs from traditional portrayals of masculinity in fashion advertising, shifting instead to a female-led point of view delivered with humour and exaggeration. The campaign is structured around the insight that the modern male consumer is increasingly responding to how he is perceived, rather than performing a fixed identity.
Each film opens with a relatable digital moment, where a woman’s expectation or comment appears online. This triggers an exaggerated, visually stylised transformation of the male protagonist, brought to life through AI-powered cinematic sequences. While the scenarios stretch reality, the product remains central, consistently positioning Chico as the fit that meets diverse expectations.
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.”
Across all three films, the narrative concludes with the line, “Every girl has a story—the real question is, are you dressed to be the main character in it?” The repetition reinforces the positioning of Chico as a desirable and socially endorsed fit.
The campaign reflects Spykar’s attempt to align product storytelling with digital culture, where commentary, reaction and humour drive engagement. The use of AI is not framed as spectacle alone but as a storytelling tool that enables exaggeration without losing relatability.
The decision to integrate influencers rather than celebrities further grounds the campaign in social media behaviour, where familiarity and perceived authenticity often outweigh star power. By blending AI-generated visuals with recognisable creators, Spykar is testing a hybrid production and casting model suited to short-form digital consumption.