XYXX Ropes In KL Rahul As Ambassador

XYXX has unveiled their all-new #MyComfortZone campaign with brand ambassador, KL Rahul. 

Putting an entirely new spin on what ‘comfort’ truly means, KL Rahul channels his most authentic, zen-like self and gives us a glimpse into the behind-the-scenes of his life.

Conceptualised by Petal Gangurde, Chief of Brand & Culture at XYXX, the brand aims to highlight the fluid meaning of comfort through the new campaign. The films highlight XYXX innerwear and loungewear’s durability and ease. 

Commenting on the new campaign, KL Rahul says, “Sophisticated yet comfortable, XYXX's personality shines through in all of the lounge wear through the wide range of prints, the flattering cuts, the lightness and softness of the fabrics along with the cool details, making each piece translate a frame of mind - My Comfort Zone. XYXX is all about getting back to the basics - with innerwear and comfort wear designed for comfort and ease of movement. A nice mix of tailored loungewear and laid back style fits with the casual, relaxed-at-home-vibe of the My Comfort Zone campaign shows me in a completely different light. Not only do I love the products but I also connect strongly with the brand philosophy. The team has big plans for expansion and I am excited to be closely involved as we roll out new categories and enter new markets.”

Petal Gangurde, Chief of Brand & Culture at XYXX, comments, “The etymology of the word 'lounge' is revealing and fiendishly apt. It has evolved from 'recline lazily' allegedly from the Old French and Latin roots of 'lengthen'. When we lounge we consciously and purposely lengthen our day time or night hours. We prolong to better savor those precious moments - with friends, family or with ourselves. The idea of My Comfort Zone campaign comes from our innate need to find comfort in the little things - that first batch of morning coffee or being greeted with a friendly wag - and the unrivalled joy and ease of wearing XYXX. We see KL in a never-before avatar, the man behind the cricketer, in his element, taking the time to reflect and rediscover life, without the noise and the fury.”