Shah Rukh Khan’s favourite accessory just became D’YAVOL X’s next chapter

Sunglasses have followed Shah Rukh Khan through the decades the way a signature follows a letter. Used as punctuation at the end of dialogues; they’ve travelled with him through different hair eras and leading-man phases, settling into the visual shorthand that shapes how he exists in the public imagination.

That thread runs into the new D’YAVOL X eyewear campaign, built within the D’YAVOL Luxury Collective co-founded by Shah Rukh Khan, Leti Blagoeva, Aryan Khan and Bunty Singh. The collection comes out of what Aryan Khan and Blagoeva describe as a collaborative build shaped by shared taste, technical testing and rounds of refinement.

“He has been the biggest fan of glasses for as long as I can remember,” says Aryan Khan of his father. “From the start, he kept saying to make eyewear. It took time because we wanted the pieces handmade in Japan by the right people.”

Blagoeva describes the approach as one with wearability at the centre rather than a trend chart. The debut introduces a small set of shapes in the classic zone, each adjusted through colour or detailing. “We wanted frames people could use for years,” she says. “Not something that feels tied to one look or one moment.”

Finding that balance also meant paying attention to fit. “Most people do not want loud, costume-like glasses,” says Aryan. “It comes down to what feels flattering. The right detailing can add interest without turning it into something only a few people would attempt.”

Preview sessions echoed that desire for versatility with people finding more than one shape that worked for them, often in unexpected ways. Blagoeva remembers the reactions clearly. “That range mattered to us,” she says. “We wanted broad use without losing character.”

The frames are handmade in Japan in small batches using pure titanium, premium acetates and ZEISS lenses. It is the most technically complex category D’YAVOL X has attempted so far. Blagoeva recounts hours spent refining the smallest components, from the hinges to the wire cores that line the temples. Even the way the metal sits inside the acetate on the chunkier frames uses a method developed specifically for the line. “When you see the drawings, they look like diagrams for machinery,” she says. “There are many small parts that need to work together.”

For Aryan, one of the most useful insights came from his father’s long-wear habit. “He says. “Sometimes ten hours straight. He was very clear that the metal had to be titanium because it is so light. Otherwise it starts hurting your nose.” Shah Rukh had been wearing early versions for months before the launch, testing how they held up in daily use. “His feedback saved us a few rounds of mistakes.”