Mumbai, March 2026: ITRH, the label for glamorous occasion wear led by celebrity stylist Mohit Rai and designer Ridhi Bansal, launches its latest bridal collection VYAH (meaning weddings)—a carefully crafted exploration of Indian wedding culture, tradition, and the language of ritual dressing.
The campaign features cultural tastemakers and industry insiders, including Vaishnav Praveen of House on the Clouds, Tina Tahiliani Parikh and Aria Tahiliani of Ensemble, along with stylist Ayesha Nigam and many more voices who play an integral role in shaping modern Indian weddings.
Conceptualized as a multi-layered narrative, Vyah captures the true emotions of an Indian wedding, not just through the lens of the bride and groom but also through the collective energy of the community behind it. Each face in the campaign steps into a role, reflecting the rituals, relationships, and quiet moments that define wedding celebrations in India. Rooted in ITRH’s design philosophy, the collection itself continues to explore heritage craftsmanship, artisanal embroidery, and heirloom-worthy silhouettes. From bridal lehengas and couture sarees to occasion wear for the extended wedding circle, the pieces mirror the emotional depth and cultural richness that Vyah seeks to portray.
