National : Gen Z women don’t really have an “everyday look” anymore. Their wardrobes move as quickly as their plans do — college in the morning, work in the afternoon, a coffee date after that and maybe a night out later. NEWME is bringing all these versions of her together with ‘NEWMEeveryday’, its first AI-generated digital brand campaign.
At the centre of the campaign is ‘The Chameleon Effect’, an original anthem created specifically for NEWME, and a brand film that follows a young woman through different settings, moods and style identities. The chameleon becomes a playful metaphor for this constant evolution — adapting to its surroundings while retaining its own identity.
The campaign film moves through a series of visual transformations as the protagonist shifts between different versions of herself. The accompanying The Chameleon Effect gives the campaign its own sonic identity, creating an original audio property that can extend beyond the film and across NEWME’s digital ecosystem. The brand film takes viewers on a fast-paced journey that highlights how effortlessly a Gen Z girl changes her clothes and accessories, showing that her entire wardrobe is just as flexible and fast-moving as her daily plans. Backed by high-energy music that gives the video a lively, modern rhythm, the campaign creates a fun and relatable world where fashion is all about having the freedom to try new looks every single day.
The campaign also marks a new creative milestone for NEWME. Both the brand film and the audio of ‘The Chameleon Effect’ have been generated using AI, making NEWME’s first AI-generated digital brand campaign an experiment in bringing AI-led visual storytelling and original AI-created music together within a single fashion campaign. Conceptualised and executed by NEWME’s in-house team, AI was used across the creative production of the film, including its visual sequences, characters, environments and transitions, while also enabling the development of the original campaign anthem. The campaign moved from concept to final execution in approximately 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.”
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 re-emphasises NEWME’s proposition as a brand made and curated for every mood, occasion and phase of a young Indian woman’s life. Over the years, NEWME’s fashion universe has expanded well beyond a single category or occasion — from everyday fashion, workwear and partywear to athleisure, loungewear, lingerie and swimwear, alongside perfumes, bags, jewellery, hair colours and accessories.
Together, this growing assortment reflects how the Gen Z wardrobe is evolving — fluid, experimental and constantly changing. Whether she is dressing for college, heading to work, packing for a holiday, getting ready for a date, stepping out with friends, working out or staying in, NEWME is building itself as a one-stop fashion and lifestyle destination for the young Indian woman.
The AI-led approach to the campaign also reflects a larger part of how NEWME operates. Technology is already embedded across the business — from trend tracking and consumer insights to supply-chain agility and the ability to rapidly translate emerging fashion preferences into new products. With this campaign, NEWME brings that technology-first thinking into its creative process as well.
The campaign will roll out across NEWME’s digital and social platforms through film teasers, interactive content and consumer participation around The Chameleon Effect. As part of #NEWMEEveryDay, consumers will be invited to create transition reels using the original track, showcasing the different sides of their own lives — from college and work to travel, dates, nights out and lazy Sundays. One winner will receive ₹50,000 worth of NEWME credits.
With ‘#NEWMEEveryday’, the brand brings together two defining aspects of its evolution – a fashion and lifestyle universe designed around the many versions of its consumer, and the technology-led approach that increasingly shapes how NEWME builds, creates and communicates.
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