XYXX has launched a humour-led campaign aimed at challenging the stigma around men’s shapewear by drawing on familiar behaviours such as adjusting clothes, hiding certain body areas and worrying about appearance on camera. The campaign uses these everyday moments as an entry point to introduce men to shapewear, choosing wit and relatability over messaging centred on body shame.
The latest campaign from the brand depicts real-life situations that bring out the most bizarre behaviour in men – pulling their shirts away from their stomachs, obsessing over how they look on camera, constantly adjusting their clothes or finding ways to hide parts of their bodies. These are the small, often subconscious behaviours that men rarely acknowledge, but almost everyone recognises. XYXX is betting that this quiet, universal behaviour is exactly what men’s shapewear has been missing: not another product pitch, but the permission to laugh at something everyone secretly relates to.
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In collaboration with content studio 145 East, the brand has launched an episodic comedy-led content series built around the everyday insecurities and behaviours that men rarely acknowledge out loud. Using exaggerated, absurd situations where men find themselves increasingly conscious about their bodies and how they look in everyday moments, the series introduces XYXX Sculpt Vest as the unexpected saviour and a modern, effortless solution.
The first episode from the series, ‘The Bangla Baddies’, has already struck a chord online, garnering over 125K views since its release. The episode follows a man whose biggest concern after being kidnapped isn’t his safety, but how he looks in the situation. Building on this momentum, the brand has released its second episode from the series, ‘The Shirt Puller’, taking one of the most recognisable yet rarely acknowledged male behaviours and turning it into the centre of the story.
Depicting the act of constantly pulling his shirt away from his body – at work, during arguments, and even in situations where there is absolutely no reason to do so – the protagonist’s exaggerated obsession with pulling his shirt down humorously reveals XYXX Sculpt as the solution, helping him move past the constant need to adjust his clothes and feel more at ease in what he wears. The exaggerated premise in both these content pieces allows XYXX to address an otherwise uncomfortable conversation, without making the audience feel like they are being sold a solution.
Commenting on the launch of this episodic series collaboration, Petal Gangurde, Chief of Brand & Culture, XYXX, says, “We wanted to approach men’s shapewear without making it feel like a category men need to be embarrassed about or explain. The insight came from looking at real-life situations that bring out the most bizarre behaviour in men when they feel conscious about their bodies, and asking what happens when we simply turn that behaviour into comedy. With this series, we’re trying to destigmatise and demystify shapewear for men by making the conversation familiar first. If you can laugh at the behaviour, you can start talking about the category – and that is where adoption begins.”
The content series reflects XYXX’s larger approach to building the men’s shapewear category – make the conversation approachable before making the product aspirational. The series is rooted in a simple consumer truth: men are conscious about how they look, how their clothes fit and how they appear in important moments, but often lack the vocabulary – or comfort – to openly talk about it. By turning these unspoken anxieties into entertaining stories, XYXX aims to make men’s shapewear feel less like a corrective product and more like another modern essential designed to support confidence.
With the first two episodes now live, the six-episode comedy series will continue to explore different situations that bring out the quirks, insecurities and unspoken habits of men. Each episode takes another familiar behaviour and turns it on its head, with XYXX Sculpt finding its way into the narrative as the unexpected yet logical solution.
