Growing up in a South Asian household, I’ve always had a soft spot for our traditional attire—lehenga cholis, sarees, and the kind of embroidery that feels like it’s telling a story stitch by stitch. For years, these pieces were lovingly packed away, tagged as “your mom’s closet staples,” and sometimes seen as vintage, maybe even a little outdated.
But last night, the runway at Dubai Fashion Week felt like homecoming as the luxury Indian label, ITRH made their stunning debut in the city. Models with gajras in their hair walked down the runway in ensembles that caught the light—rich with heavy embroidery, sparkling stone embellishments, and bursts of colours on modern silhouettes.
With pieces that evoked what our women wear during life’s most special moments, it felt like tradition meeting the now, all unfolding to the remixed beats of iconic tracks like “Taal Se Taal Mila,” setting the scene beautifully to celebrate the soul of Indian design.
Their new collection, ‘Natak’—meaning “drama”—was a love letter to Indian theatre, rich with theatrical flair and romantic nuances. ITRH breathed new life into classic silhouettes like cholis, kaftans, saris, and lehengas, infusing them with luxurious, dramatic volumes, and their signature crystal-laden textiles.
Intricate embroidery and bold stones sparkled with every movement, paying homage to the glamour of Indian drama while artfully bridging the gap between the old and new.
ITRH is the brainchild of designer Ridhi Bansal and creative director Mohit Rai—a duo with over a decade of experience who set out to create something deeply personal and proudly Indian. Born from their shared love for craft and an unapologetic embrace of maximalism, the brand is about reviving the beauty of India’s heritage in a way that feels new and exciting. Ridhi and Mohit have turned heirloom traditions into fashion moments, with every piece featuring intricate embroidery, luxurious textiles, and dramatic, show-stopping silhouettes.
