SRK’s shade upgrade as D’YAVOL X unveils first luxury eyewear line

MUMBAI: Trust Shah Rukh Khan to turn a pair of sunglasses into a full-blown cinematic moment even if it means summoning a storm in the middle of a desert. D’YAVOL X, the luxury streetwear label founded by Shah Rukh Khan, Aryan Khan, Leti Blagoeva and Bunty Singh, has stepped into a bold new arena with the launch of its first-ever Luxury Eyewear Collection, an online-exclusive global release that goes live on 30 November 2025.

To announce the leap from couture streetwear to crafted eyewear, the brand has rolled out a striking campaign titled “Step Into The Light,” a moody, atmospheric film set against sculptural desert dunes, shot with the brand’s trademark flair for scale, shadow and cinematic swagger.

The film opens with sweeping aerial shots of sunburnt sandscapes before SRK strides into frame, carrying the calm intensity that has long defined his screen presence. As the winds shift, the dunes tremble, revealing a hidden frame buried beneath the desert. In a slow, deliberate gesture, he retrieves it, studies its edges, and slips it on cue a cooling shadow gliding across the desert as the camera pulls back to reveal a monumental installation of the D’YAVOL X sunglasses towering over the dunes.

“Eyewear has always been more than a style statement for me, it’s how I see the world, and how the world sees me,” Shah Rukh Khan said, reflecting on the brand’s newest chapter. Calling the collection’s journey from sketches to sculpted form “deeply creative” and “incredibly fulfilling”, he spotlighted how personal the project has been for him.

The idea sparked from SRK’s decades-long love affair with sunglasses, a signature that has become near-mythic in Indian pop culture. For the D’YAVOL X team, that spark ignited a full-scale design exercise rooted in precision engineering, premium materials, architectural lines and enduring comfort.

Aryan Khan, who helmed the campaign concept, described the film as a visual metaphor for the brand’s ethos, “We wanted something that captured creative scale, precision, and a touch of irreverence. The desert felt perfect, vast, unforgiving, yet a place where the brand could stand taller than the landscape itself.”

With this launch, D’YAVOL X expands its footprint in India’s evolving luxury market while doubling down on its aesthetic of brooding minimalism, tactile craftsmanship and cinematic identity. The campaign not only teases the eyewear collection but also reinforces the cultural mythology of SRK’s iconic silhouette where a pair of sunglasses becomes both armour and artefact.

Bold, sculptural and unapologetically dramatic, D’YAVOL X’s new eyewear chapter proves one thing, when the King steps into the light, even the desert knows to make way.