Snitch, the homegrown menswear brand, has reunited with Sufi singer and songwriter Bismil for ‘Bismil 2.0’, a campaign exploring self-expression through fashion and music.
Following their previous collaboration, the latest association brings together different forms of creative expression to highlight how people communicate their identities, ideas and individuality.
At the centre of the campaign is a film that moves across different creative pursuits. It opens with Bismil tapping a rhythm on a wooden table before introducing individuals expressing themselves in distinct ways. These include a designer bringing ideas to life through sketches and fabrics, a man showcasing his personal style, and a DJ translating creativity into music.
As the individual stories unfold, the film builds towards the message that while the medium may differ, expression connects people. Bismil brings the narrative together by reflecting on how expression shapes identity, builds connections and allows individuals to discover their creative voice.
Commenting on the campaign, Chetan Siyal, CMO and founding member of SNITCH, said, “At SNITCH, we see fashion as a form of self-expression, where personal style reflects how people see themselves and what they want to communicate to the world. With Bismil 2.0, we wanted to bring this idea to life by exploring the different ways people express their individuality, whether through music, creativity or the way they dress. Our collaboration with Bismil brings these forms of expression together in a way that feels relevant to how people connect with style today.”
Through ‘Bismil 2.0’, SNITCH positions fashion as more than a choice of clothing, presenting personal style as a way for individuals to communicate who they are. The campaign combines music, visual storytelling and contemporary menswear to bring the theme to life.
The collaboration also introduces a new collection comprising 35 SKUs, extending SNITCH’s contemporary menswear portfolio.
