Occasion wear label ITRH, led by celebrity stylist Mohit Rai and Ridhi Bansal, has launched its latest bridal collection, Vyah, a tribute to Indian wedding traditions, ritual dressing, and cultural memory.
Presented through a multi-chapter storytelling format, the campaign captures the layered emotions and visual richness of Indian ceremonies, from intimate sacred rituals to grand celebratory moments. Rooted in traditional techniques and handcrafted embroidery, the collection reflects a deep engagement with India’s cultural fabric. Drawing inspiration from the diverse visual language of weddings, Vyah translates these influences into silhouettes that feel timeless.
The campaign features a curated mix of industry insiders and cultural tastemakers including Tina Tahiliani Parikh, Antara Marwah, Vaishnav Praveen, Ayesha Nigam, Jayati Modi, Aria Parikh, and Alaviaa Jaaferi each bringing their distinct aesthetic to the collection while embodying its refined yet glamorous spirit.
The collection spans the full spectrum of wedding attire, extending beyond the bride and groom to include ensembles for the entire wedding party. From ethereal bridal lehengas and couture sarees to sharply tailored sherwanis for grooms and baraatis, Vyah offers a comprehensive trousseau rooted in ritual and reverence.
Rendered in ombré nets, richly textured brocades, and finely crafted finishes, the collection captures the transformative essence of adornment in Indian weddings. By blending storytelling with design, ITRH positions Vyah as both a celebration of tradition and a contemporary reinterpretation of ceremonial fashion.
