Shah Rukh Khan’s D’YAVOL X Steps Into Luxury Eyewear With New Global Campaign

D’YAVOL X, the limited-release luxury streetwear brand co-founded by Shah Rukh Khan, Leti Blagoeva, Aryan Khan, and Bunty Singh under the D’YAVOL Luxury Collective, known for blending high-end fashion with street culture and bold design, has stepped into a new category with the launch of its first Luxury Eyewear Collection.The debut is supported by a cinematic global campaign titled “Step Into The Light,” starring Shah Rukh Khan. Set against a sweeping desertscape, the campaign film captures D’YAVOL X’s signature bold aesthetic and sense of cinematic scale. It opens with aerial visuals of sun-scorched dunes before Shah Rukh Khan enters the frame, introducing an atmosphere charged with anticipation. As the winds rise and the sands shift, a concealed sunglass frame is revealed from beneath the surface  marking the dramatic first unveiling of the D’YAVOL X eyewear line. Khan studies the frame closely before slipping it on, with the scene closing on a wide shot of a monumental sculptural installation in the shape of the sunglasses standing stark against the dunes, a striking symbol of the brand’s expanding ambition.

https://www.youtube.com/watch?v=I-XvtLmgRwk

Speaking on the launch, Shah Rukh Khan reflected on the personal role eyewear plays in his life, sharing that it goes beyond style to become a medium of expression and perspective. He described the journey of developing D’YAVOL X’s first sunglasses collection as creatively fulfilling, watching the pieces evolve from inspired sketches into finely crafted final products.The eyewear collection draws heavily from Shah Rukh Khan’s long-standing passion for sunglasses. Produced in small batches using Japanese artisanal techniques, the frames showcase precision detailing and high-quality construction, offering pieces designed to balance durability with everyday luxury. Commenting on the campaign film, Aryan Khan explained that the desert narrative was conceived as a visual metaphor for what D’YAVOL X represents  creative scale, meticulous precision, and a subtle sense of irreverence.

The vast and unforgiving setting was chosen to heighten contrast between environment and identity, positioning the brand as bold and unmistakably distinct despite the surrounding immensity.The campaign also highlights the cultural impact of Shah Rukh Khan’s iconic association with sunglasses, a silhouette that has become a style symbol spanning generations and geographies.The D’YAVOL X Luxury Eyewear Collection will launch globally on 30 November 2025, and will be available exclusively through the brand’s official website for customers worldwide.