Shah Rukh Khan’s most enduring style signature has always been the sunglasses, equal parts shield and statement. Now, that iconography has been folded into a new brand chapter as D’YAVOL X, the luxury streetwear label co-founded by Khan, Aryan Khan, Leti Blagoeva, and Bunty Singh, expands into luxury eyewear with a campaign designed like a short film.
Titled Step Into The Light, the newly unveiled campaign places Khan at the centre of a stark desert narrative that leans on scale, silence, and bold visual reveal. It is a sharp pivot from conventional fashion advertising, and a clear attempt to position the debut collection as a craft-forward luxury drop rather than a celebrity add-on.
The Latest Update: D’YAVOL X Enters Luxury Eyewear With A Global Online Release
D’YAVOL X’s first luxury eyewear collection was released as an online-exclusive global drop on the brand’s official website. The Step Into The Light film introduces the sunglasses through a cinematic sequence set against sweeping dunes, with the eyewear treated as an object of discovery and design.
In an official statement accompanying 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.”
Aryan Khan, who has also spoken about the intent behind the visual language, said, “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.”
The campaign narrative mirrors that positioning: a hidden frame emerges from shifting sand, is examined up close, and then worn, before the imagery widens again to emphasise monumentality. The brand has also framed the collection as being crafted in small batches, underscoring scarcity and build quality as key selling points.
Shah Rukh Khan’s Recent And Upcoming Work
On the film front, Shah Rukh Khan’s last theatrical releases came in 2023 with Pathaan, Jawan, and Dunki, a year that reasserted his big-screen dominance across genres and scale. Since then, he has kept a lower on-screen profile while lining up his next major feature.
His next confirmed theatrical film is King, an action project that reunites him with director Siddharth Anand and also features Suhana Khan. The cast includes names such as Deepika Padukone and Abhishek Bachchan, and the film is slated for a 2026 release.
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