Mumbai-based men’s lifestyle brand XYXX is generating conversations around its Invisible Vest with ‘My Eyes Are Up Here’, a new film that uses humour and role reversal to challenge everyday social perceptions. Created in collaboration with content creator Vir Saini, the film has crossed 5 million organic views and recorded more than 100,000 engagements within 48 hours of launch.
At the heart of the film is a simple yet striking question: What if men were judged for visible vest lines the way women have long been judged for visible bra straps? Through a series of relatable scenarios, XYXX reverses the gender gaze, highlighting how certain social behaviours have become so normalised that they often go unquestioned.
Rather than relying on direct messaging, the brand uses humour and everyday observations to drive its point home. The storytelling approach has resonated strongly with audiences, with social media users praising the film for being thought-provoking without feeling preachy. The campaign has also sparked widespread sharing and discussion, transforming an everyday wardrobe essential into a larger cultural conversation.
According to Petal Gangurde, Chief of Brand and Culture at XYXX, the idea emerged while working on the brand’s Invisible Vest range, when the team realised that most men rarely think about visible vest lines. That consumer insight became the foundation for a broader narrative around judgement, perception and everyday dressing.
By blending product innovation with culturally relevant storytelling, XYXX demonstrates how brands can move beyond functional benefits and create meaningful engagement. The film positions the Invisible Vest not just as an apparel solution, but as a product rooted in confidence, comfort and modern self-expression, reinforcing XYXX’s growing reputation for insight-led marketing.
