D’YAVOL X, the luxury streetwear label founded by Shah Rukh Khan, Aryan Khan, Leti Blagoeva and Bunty Singh, has introduced its debut Luxury Eyewear Collection as a global online-exclusive release. The launch is supported by a new campaign film titled ‘Step Into The Light’, which presents a stylised narrative built around the brand’s bold visual identity.
Set in a vast desert terrain, the campaign features Shah Rukh Khan, who reflects the brand’s emphasis on intensity, precision and craft. The film opens with aerial shots of sunlit dunes before Khan appears, breaking the stillness. As shifting winds move the sand, a hidden frame emerges, marking the first reveal of the D’YAVOL X sunglasses. Khan examines the frame, highlighting its design-driven construction, before wearing it. The sequence concludes with a sculptural visual of the eyewear positioned within the landscape.
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.”
The collection stems from Khan’s long-standing interest in sunglasses, developed by the D’YAVOL X team into a detailed design project built around craftsmanship, material quality, timeless form and comfort. Commenting on the campaign, Aryan Khan 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 eyewear launch marks a new phase for D’YAVOL X as it expands its presence within India’s evolving luxury landscape while drawing from Shah Rukh Khan’s cultural influence and long association with sunglasses.
