Spykar blends AI and influencers in bold new ‘Made to fit every story’ push

MUMBAI: Spykar has launched a new fashion campaign that fuses AI-generated models with real-life social media influencers, signalling a sharp turn away from old-school male archetypes and towards a more fluid, female-led view of masculinity.

Titled “Made to fit every story”, the campaign centres on Chico, one of the brand’s best-selling denim fits. The films place AI-created characters and human creators in the same frame, a rare move in Indian fashion advertising, to deliver a visually striking and culturally playful take on how men are seen, and how they want to be seen.

Each film opens with a woman’s expectation, voiced online, and then cuts to a stylised, AI-powered fantasy of the male lead fulfilling it. The exaggerated, cinematic transitions keep the tone witty while positioning Chico as the fit that passes every test of desirability.

“Men’s fashion advertising has long been trapped in a narrow idea of masculinity,” said Spykar CEO and co-founder Sanjay Vakharia. “We wanted to flip the gaze and tell stories that feel closer to how young people connect today. Using AI models alongside creators lets us do that in a way that is both tech-forward and culturally relevant.”

Running across three stories, the campaign lands on a single provocation: “Every girl has a story:  the real question is, are you dressed to be the main character in it?”