ITRH, the occasion-wear label led by celebrity stylist Mohit Rai and Ridhi Bansal, has launched its latest bridal collection, Vyah, a tribute to Indian wedding culture, tradition, and ritual dressing. The campaign explores the language of ceremonial attire through carefully crafted silhouettes, textures, and designs rooted in heritage techniques and handcrafted embroideries.
Vyah, meaning weddings, is presented as a multi-chapter storytelling experience that highlights the cultural and emotional richness of Indian ceremonies. The campaign brings together industry insiders and cultural tastemakers, creating a platform where fashion intersects with tradition. Voices such as Tina Tahiliani Parikh, Antara Marwah, Vaishnav Praveen, Ayesha Nigam, Jayati Modi, Aria Parikh, and Alaviaa Jaaferi help embody the refined yet glamorous spirit of the collection, translating ceremonial reverence and celebratory vibrancy into wearable forms.
The collection draws inspiration from the visual vocabulary of Indian weddings, capturing moments ranging from quiet sacred rituals to vibrant processions. Each piece is designed to reflect emotional nuance while remaining contemporary, bridging timelessness with modern sensibilities. Artisanal embroidery, hand-applied detailing, and heritage textiles underpin the philosophy of creating wearable heirlooms—garments designed to hold meaning and memory beyond the wedding day itself.
Vyah offers a comprehensive interpretation of the Indian trousseau, catering not only to the bride and groom but also to the broader wedding ensemble. The collection includes ethereal bridal lehengas, couture sarees, sherwanis for the groom, and attire for the baraatis. Materials such as ombré nets, textured brocades, and intricate handcrafted finishes give each silhouette depth and ceremonial resonance.
Through Vyah, ITRH reinforces its commitment to marrying craftsmanship with cultural storytelling, presenting garments that embody ritual, reverence, and the transformative power of adornment. The campaign frames the collection as more than fashion—it is a celebration of Indian rituals and the communities that bring weddings to life.
