ITRH, the occasion wear label led by celebrity stylist Mohit Rai and Ridhi Bansal, has launched its latest bridal collection ‘Vyah’, a design narrative centred on Indian wedding traditions and the cultural language of ceremonial dressing.
The collection, whose name translates to ‘weddings’, explores the visual and emotional dimensions of Indian wedding culture. Rooted in heritage techniques, handcrafted embroidery and references drawn from cultural memory, the collection is presented through a multi-chapter storytelling campaign titled ‘Vyah’.
The campaign brings together fashion insiders and cultural tastemakers to interpret the collection’s themes of ritual, celebration and personal expression. Through a series of visual narratives, the storytelling approach highlights the role of clothing in marking ceremonial milestones while reflecting the emotional nuances associated with weddings.
Drawing inspiration from the visual vocabulary of Indian wedding ceremonies, the collection captures both the quiet, reflective moments of sacred rituals and the vibrant energy of festive celebrations. These influences are translated into silhouettes, textures and design details that balance timeless craftsmanship with contemporary sensibilities.
The campaign features a group of industry insiders who embody the collection’s aesthetic. Among them are Tina Tahiliani Parikh, Antara Marwah, Vaishnav Praveen, Ayesha Nigam, Jayati Modi, Aria Parikh and Alaviaa Jaaferi. Their presence within the campaign reflects the label’s effort to connect with contemporary voices within fashion and culture while showcasing the refined yet glamorous identity of the collection.
Craft techniques form a central part of the ‘Vyah’ narrative. The garments feature artisanal embroidery, hand-applied detailing and heritage textiles, reinforcing ITRH’s focus on craftsmanship and longevity. The label positions its designs as wearable heirlooms, intended to carry personal meaning and memory beyond the wedding occasion.
The collection is designed to represent the full spectrum of wedding dressing rather than focusing solely on bridal attire. It includes bridal lehengas, couture sarees and groom sherwanis, while also extending to outfits intended for family members and wedding guests.
By addressing multiple participants within the wedding ecosystem, the collection presents a broader interpretation of the Indian trousseau. The garments move fluidly across different ceremonial moments, reflecting the layered structure of Indian weddings.
Textiles used across the collection include ombré nets, richly textured brocades and detailed handcrafted finishes. Each piece is designed with an emphasis on ritual symbolism and the transformative role of adornment in wedding ceremonies.
Through the ‘Vyah’ campaign, ITRH positions the collection as both a fashion offering and a cultural narrative, using storytelling to highlight the enduring relevance of craft, ceremony and heritage within contemporary Indian wedding fashion.
