XYXX's role-reversal campaign with creator Vir Saini crossed 5 million views in two days. Petal Gangurde, Chief of Brand and Culture at XYXX, said the film was inspired by observations around visible vest lines and everyday dressing.

XYXX's latest campaign asks: What if men faced the same wardrobe scrutiny?

Men's lifestyle brand XYXX said its latest campaign, "My Eyes Are Up Here", has crossed 5 million organic views and generated more than 100,000 engagements within 48 hours of launch.

Created in collaboration with content creator Vir Saini, the campaign centres on a role-reversal film that imagines a world where men face scrutiny over visible vest lines in the same way women are often judged for visible bra straps. Through a series of everyday situations, the film uses humour to examine social behaviours that have become widely accepted and rarely questioned.

Rather than directly delivering a message, the campaign relies on exaggerated yet familiar scenarios to highlight how perceptions around clothing and appearance are shaped by social norms. The film concludes with the line, "My eyes are up here," which serves as its closing sign-off.

According to XYXX, the campaign has prompted widespread audience interaction across social media. Viewers described the film as relatable and thought-provoking, with many saying it encouraged reflection while maintaining a light-hearted tone. The company added that discussions, shares and user engagement helped amplify the campaign's reach across different audience groups.

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."

Vir Saini said the project stood out because it reflected everyday behaviour through a different lens.

"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."