PEAKLIFE

By Lyla Shroff

Actor Shah Rukh Khan’s son Aryan Khan has officially announced his debut lifestyle and fashion brand D’Yavol X in partnership with co-owners Leti Blagoeva and Bunty Singh. This trio had previously launched a Single Estate Vodka under the same brand name in 2022. The name D’Yavol translates to devil in Slavic languages. According to Aryan Khan, the conceptualisation of this luxury streetwear brand had begun five years ago. The launch of the brand also serves as the star kid’s directorial debut as he is credited for directing and mapping out the creative ideas for the final announcement film.

The First Announcement

The video for the clothing line was released on April 24, 2023. A day prior to its release, a visual teaser of Shah Rukh Khan was shared to the brand’s social media platforms. The unexpected collaboration caught the internet by surprise and created anticipation for the final video.

The video begins with Aryan Khan standing in front of a blackboard, writing down and crossing out what looks like concept ideas for his brand. Frustrated and confused with himself, he paints a horizontal red line across the board and throws the paintbrush away. This cues Shah Rukh Khan’s entry into the frame, as he picks up the brush and completes the formation of a big ‘X’ across the board. Special emphasis was placed on the crossed-out words—‘timeless’ and ‘quintessential’—which highlight the brand’s new-age, modern, and streetwear concept.

Aryan Khan’s Future Endeavours

As he kicks off his journey as a director, the public can also keep an eye out for Aryan Khan’s involvement in a Red Chillies Entertainment produced web series. At the end of 2022, he shared an image on Instagram of a film slate and script with the caption, “Wrapped with the writing…can’t wait to say action.” The production company Red Chillies Entertainment was established by Khan’s parents Guari Khan and Shah Rukh Khan. Although the details of the web series have not been shared, fans are filled with anticipation and have high expectations for his maiden series.