D’YAVOL X, streetwear brand founded by Shah Rukh Khan, Aryan Khan, Leti Blagoeva, and Bunty Singh, launches its first Eyewear Collection as an online global release.
D’YAVOL X also releases its new eyewear campaign, ‘Step Into The Light,’ a cinematic narrative set in a desertscape, built around the brand’s bold visual style. The campaign features Shah Rukh Khan, reflecting the brand’s focus on intensity and craftsmanship.
The film opens with an aerial view of the desert, showing its open, quiet landscape. Shah Rukh Khan walks into the frame, the moment carrying a sense of pause and anticipation. When he stops at a dune, the wind shifts and the sand moves, revealing a frame hidden beneath the surface, the first reveal of the D’YAVOL X Sunglasses.
Shah Rukh Khan retrieves the frame and takes a moment to look at its design, detail, and edge before putting it on. As a shadow moves across the scene, the camera pulls back to show a pair of D’YAVOL X sunglasses placed like a sculptural object in the desert.
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.
