XYXX has launched a new campaign called 'My Eyes Are Up Here'. It collaborates with content creator Vir Saini. The campaign uses role reversal to highlight how men are judged for visible vest lines. This mirrors how women face scrutiny over bra straps. The film uses humor to make people think about social norms.
Homegrown lifestyle brand XYXX has launched its latest campaign, My Eyes Are Up Here, created in collaboration with content creator Vir Saini. The campaign film uses role reversal to examine how visible clothing layers are socially perceived.
The film imagines a scenario in which men are judged for visible vest lines in the same way women have often faced comments and scrutiny over visible bra straps. Through a series of everyday situations, the campaign recreates familiar moments to spotlight how certain social behaviours become normalised over time.
Using humour as a storytelling approach, the film avoids direct messaging and instead relies on role reversal to drive the narrative. The campaign aims to prompt reflection on social perceptions while remaining accessible to audiences.
Commenting on the campaign, Petal Gangurde, chief of brand and culture at XYXX, said, “The best consumer insights are often hiding in plain sight. While working on our Invisible Vest, we realised that many men had never really thought about visible vest lines in the first place. That observation opened the door to a much larger conversation. With My Eyes Are Up Here, we wanted to explore that idea through humour and storytelling while introducing a product designed to make everyday dressing feel more effortless.”
Commenting on the collaboration, Saini said, “What drew me to this film was how effortlessly it holds up a mirror to everyday behavior. It’s not loud or preachy - it’s honest, slightly uncomfortable, and very real. I think people will see parts of their own world in it, just from a completely new perspective.”
The campaign closes with the line, "My eyes are up here," a playful sign-off that captures the spirit of the film -confident, self-aware, and impossible to ignore.
Founded in 2017 by Yogesh Kabra, XYXX is a men’s lifestyle brand offering products across categories such as innerwear, loungewear and athleisure. The company’s portfolio includes XYXX, 365 by XYXX and Crew by XYXX, with distribution across online and offline retail channels in India.
Link to the campaign
