Bollywood Megastar Expands Son's Luxury Brand Portfolio
Shah Rukh Khan, the undisputed King of Bollywood, has once again demonstrated his marketing prowess by launching the new luxury eyewear collection from his son Aryan Khan's brand D'YAVOL. The announcement came on Sunday, November 30, 2025, through a visually striking promotional video shared across their social media platforms.
The Dramatic Desert Unveiling
In the captivating promotional film, Shah Rukh Khan appears in a harsh desert landscape, dressed simply in a white ganji and blue denims. The scene builds tension as the actor sits on a rock, staring directly into the blazing sun with such intensity that a bead of sweat drops from his face onto the hot sand.
The cinematic moment unfolds as the sand begins to shake, revealing a pair of sunglasses buried beneath. Shah Rukh carefully retrieves the eyewear, brushes off the sand, and examines it with admiration. As he declares "And now, it's time," while putting on the sunglasses, a life-sized pair emerges dramatically to provide him protection from the intense desert sunlight.
Premium Craftsmanship and Design
The newly launched D'YAVOL X eyewear collection represents a significant expansion for the luxury brand, which previously focused on alcohol and streetwear segments. Shah Rukh Khan emphasized the collection's premium quality in his social media announcement, stating that each piece is handcrafted in Japan with precision-milled titanium, polished acetate, and custom-engineered components.
In an exclusive interview with Vogue, Aryan Khan revealed that his father had been the driving force behind the eyewear venture. "He has been the biggest fan of glasses for as long as I can remember. From the start, he kept saying to make eyewear," Aryan shared, explaining that the extended development time was necessary to ensure perfect craftsmanship.
Shah Rukh's Practical Testing Role
Aryan Khan credited his father's extensive experience with sunglasses as crucial to the product's development. Shah Rukh Khan tested the prototypes extensively, sometimes wearing them for up to 10 hours straight to evaluate comfort and durability.
"He was very clear that the metal had to be titanium because it is so light. Otherwise it starts hurting your nose," Aryan explained, adding that his father's practical feedback saved the brand "a few rounds of mistakes" during the development process.
The brand has already secured strategic visibility through placement in Aryan Khan's directorial debut "The Ba***ds of Bollywood," which premiered on Netflix in September 2025. The show, produced by Shah Rukh and Gauri Khan's Red Chillies Entertainment, featured a Bollywood party scene in its opening episode that was explicitly "sponsored by D'YAVOL."
This eyewear launch marks another milestone for the father-son duo, who continue to expand their creative and business collaborations across both entertainment and luxury lifestyle sectors.
