D’YAVOL X, the luxury fashion brand founded by Shah Rukh Khan, Aryan Khan, Bunty Singh, and Leti Blagoeva, has expanded its portfolio with the launch of its first luxury eyewear collection. Marking the milestone, the brand unveiled a cinematic campaign film titled Step Into The Light, featuring Shah Rukh Khan as the face of the debut.
The film is set against a stark and expansive desert backdrop. As Khan walks across towering dunes, the silence and scale create a dramatic atmosphere. A shifted layer of sand reveals a single buried eyewear frame-symbolising discovery, craftsmanship, and exclusivity. Khan examines the piece before wearing it, and the frame then expands into an oversized installation towering over the landscape, reinforcing the brand’s bold identity and ambition.
Sharing his thoughts on the launch, Shah Rukh Khan expressed that eyewear represents more than a fashion accessory-it shapes confidence, self-expression, and the way one experiences the world. He described the design-to-product journey as creatively rewarding and deeply personal.
Aryan Khan, who directed the campaign, shared that the desert setting was chosen to reflect the brand’s personality-minimal, powerful, and unapologetically bold. The scale-driven visual metaphor highlights the craftsmanship, precision, and attitude at the core of D’YAVOL X.
The eyewear collection will be released globally online on November 30, 2025, and will be available exclusively in limited batches.
