Shah Rukh Khan recently took a break from his hectic schedule to participate in a photoshoot to support his son Aryan Khan’s luxury streetwear brand, Dyavol.x.
In the social media image, Shah Rukh sports a black hoodie and matching pants adorned with the brand’s logo, while Aryan is seen in a white hoodie paired with grey jeans.
The caption announced, “It’s rude to stare. X3. Dropping on 12th January.” This introduction teases the upcoming launch of the brand’s new X-3 collection.
Earlier this week, Shah Rukh also starred in a promotional advertisement for Dyavol.x that included Aryan. On his X (formerly Twitter) platform, he revealed that the X-3 collection would debut on January 12.
The advertisement features Shah Rukh entering a museum at night, showcasing his characteristic flair. The setting includes various art pieces and highlights a jacket from D’YAVOL X’s new collection, termed a “masterpiece.” The ad creatively places the jacket in a scenario where it replaces the Mona Lisa, emphasizing its value with words like “timeless,” “priceless,” “treasure,” and “iconic.”
D’YAVOL X, founded by Aryan Khan, Bunty Singh, and Leti Blagoeva, first appeared at New York Fashion Week in September 2024. Shah Rukh has been a staunch supporter of his son’s business ventures and has promoted the brand extensively since its launch. D’YAVOL X features a high-end streetwear line and a spirits portfolio.
On the cinematic front, Shah Rukh Khan last appeared in Rajkumar Hirani’s film “Dunki,” starring alongside Taapsee Pannu, Boman Irani, and Vicky Kaushal. He will next feature in the action thriller “King,” directed by Sujoy Ghosh, which also marks his daughter Suhana Khan’s theatrical debut following her performance in Zoya Akhtar’s “The Archies,” released on Netflix in 2023.
