D’YAVOL X enters eyewear segment, unveils campaign starring Shah Rukh Khan

D’YAVOL X, the luxury streetwear brand founded by Shah Rukh Khan, Aryan Khan, Leti Blagoeva, and Bunty Singh, launched its first Luxury Eyewear Collection, an online-exclusive global release.

D’YAVOL X unveiled the eyewear campaign titled “Step Into The Light”, crafted with the brand’s signature bold aesthetic. The campaign stars Shah Rukh Khan, embodying the brand’s spirit of intensity and craftsmanship.

The film opens with a sweeping aerial view of sun-scorched dunes, capturing the quiet, almost surreal vastness of the desert. Cutting through this stillness, Shah Rukh Khan steps into the frame, the scene charged with anticipation. As he pauses atop a dune, the winds shift, and the sands begin to stir - revealing a concealed frame beneath the surface. This marks the first dramatic unveiling of the D’YAVOL X Sunglasses.

Shah Rukh Khan retrieves the frame, taking a moment to examine its form - an interplay of design, detail, and edge, before slipping it on. As a cooling shadow rolls across the scene, the camera pulls back to reveal a striking pair of D’YAVOL X, standing as a sculptural monument amid the vast dunes.

Commenting on the launch, Shah Rukh Khan said, “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.”

Commenting on the campaign film, Aryan Khan said, “The idea was to build a visual metaphor for what D’YAVOL X stands for - creative scale, precision, and a touch or 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.”