D’YAVOL X, the luxury streetwear label founded by Shah Rukh Khan, Aryan Khan, Leti Blagoeva, and Bunty Singh, has officially stepped into a new category with the launch of its first-ever luxury eyewear line. Marking the global release on 30 November 2025, the brand unveiled a cinematic campaign titled “Step Into The Light”, fronted by none other than Shah Rukh Khan.
D’YAVOL X X Shah Rukh Khan
A Cinematic Reveal in the Dunes
Set against a stark, sweeping desert landscape, the film opens with Shah Rukh Khan walking across towering dunes. As the sand shifts around him, a buried frame emerges — the first reveal of the new D’YAVOL X sunglasses.
Khan studies the frame and slips it on, after which the camera pulls back to reveal an oversized pair of sunglasses rising dramatically from the desert floor. The moment captures the brand’s signature blend of style, symbolism, and scale.
Behind the Vision: Shah Rukh Khan on Crafting the Collection
Speaking on the launch, Shah Rukh Khan shared the emotion behind the creative journey:
“Eyewear has always been more than a style statement for me — it shapes how I express myself, and how I see the world. Creating our first collection of sunglasses has been both exhilarating and deeply creative. Watching it grow from inspired sketches into beautifully crafted pieces has been incredibly fulfilling.”
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Aryan Khan’s Direction: A Desert as a Metaphor
Directed by Aryan Khan, the campaign film leans into strong visual metaphors.
According to him, “The idea was to build a visual metaphor for what D’YAVOL X stands for — creative scale, precision, and a touch of irreverence. The desert felt like the perfect canvas, vast and unforgiving. And despite the awe-inspiring scale of the surroundings, the brand stands bigger and taller than ever.”
Limited Release for a Global Audience
The D’YAVOL X eyewear collection will be available exclusively on the brand’s official website. Produced in limited batches, the pieces reflect the brand’s commitment to craftsmanship, minimalism, and luxury. With SRK as the face and Aryan Khan steering the vision, this launch marks one of the label’s boldest and most cinematic moves yet.
Conclusion
“Step Into The Light” is more than a campaign — it’s a statement of intent. With its entry into luxury eyewear, D’YAVOL X continues its pursuit of distinctive storytelling and high-end design, setting a new benchmark for celebrity-driven luxury brands.
