MAM
IRTH unveils ‘Always a Little Ready’ campaign for SS26 bags
From lip balm emergencies to “just in case” essentials, IRTH’s latest campaign argues that a handbag is less an accessory and more a survival kit with style credentials.
MUMBAI: IRTH, the handbag brand from House of Titan, has launched its Spring/Summer 2026 campaign titled ‘Always a Little Ready’, placing everyday preparedness and the emotional life inside a handbag, at the centre of its storytelling.
The campaign taps into a familiar truth, what women carry is rarely random. Somewhere between receipts, chargers, sunglasses and emergency hair ties lives an entire system of organisation, spontaneity and personality. IRTH’s latest brand film leans into that rhythm, following women through quiet slices of daily life, a sunlit commute, an afternoon pause, a breezy end to the day, all stitched together by the comforting confidence of carrying a bag that keeps up.
Rather than positioning handbags as purely fashion-first objects, the campaign frames them as companions built for movement, mood and modern chaos.
Visually, the SS26 collection trades sharp drama for softer energy. The palette drifts through neutrals, dusty blues, clay tones and airy summer-inspired hues, giving the range a lighter, more relaxed aesthetic. The design direction mirrors the campaign’s larger message: style should feel effortless, not engineered.
Titan Company Limited business head of the women’s handbags business Kanwalpreet Walia said the collection was designed around how women “live, move and organise their day”. According to Walia, the idea was to create bags that leave room for individuality, spontaneity and the personal things women choose to carry with them.
The collection introduces new silhouettes including the Sailor Tote, inspired by origami folds and structured detailing, alongside the softer-toned Skye Tote. IRTH has also expanded into playful add-ons through a range called “Little Joys”, featuring charms, wristlets, scarf holders and organisers integrated across the collection.
One standout detail is the paper boat charm attached to the Origami bags, a small design flourish that quietly reinforces the campaign’s playful mood.
The campaign was conceptualised by Kondurkar Studio, whose founder Amrish Kondurkar described the creative approach as an attempt to capture “a feeling, not a feature,” the quiet reassurance that everything needed for the day is already close at hand.
With ‘Always a Little Ready’, IRTH joins a growing wave of lifestyle brands shifting away from polished perfection and towards emotional utility. Because in 2026, the modern handbag is not just about matching an outfit, it is about carrying a little piece of readiness everywhere you go.
