IRTH by House of Titan Launches 'Always a Little Ready' Campaign for Spring/Summer Collection

Bengaluru — IRTH, the handbag division of House of Titan, has unveiled its latest campaign, 'Always a Little Ready', which reflects the brand's vision of creating bags that transition effortlessly through daily routines while maintaining both functionality and aesthetic appeal.

The campaign draws on a fundamental observation about handbags: every item carried within them serves a deliberate purpose. The brand sees bags as repositories of life's essentials—items chosen to enhance appearance, boost confidence, and accommodate unexpected needs throughout the day. IRTH's design philosophy prioritises ergonomic construction paired with adaptability, enabling each woman to organise her bag according to her individual preferences and lifestyle.

The campaign showcases diverse women navigating different moments—from sun-drenched commutes to restful pauses at day's end—emphasising how IRTH bags support varied rhythms of modern life. This season's visual identity transitions from neutral tones to softer hues reminiscent of summer skies, conveying a mood that is playful, airy, and infused with understated joy.

Kanwalpreet Walia, Business Head of Women Handbags at Titan Company Limited, explained the brand's approach: "Our starting point is understanding how women navigate, move through, and structure their days. We prioritise intentional, considered design that feels personal to carry, while creating space for individuality and spontaneity. The bags accommodate the distinctive choices each woman makes about what deserves space in her life."

Walia added that the Spring/Summer collection introduces softer colour palettes—dusty blue and clay among them—along with playful design elements, including paper boat charms on the Origami collection and silhouettes designed for versatility across different occasions.

Amrish Kondurkar, Founder of Kondurkar Studio, the creative firm responsible for the campaign, described the creative vision: "Our objective was to communicate a sensation rather than highlight specific features. The concept centres on the assurance that what you require is already with you, held securely. 'Always a Little Ready' encapsulates that understated self-assurance carried throughout the day."

The Spring/Summer range introduces the Sailor Tote, constructed with origami-inspired folds, and the Skye Tote, available in softer tones including dusty blue and clay. Complementing these core pieces are decorative and functional accessories branded as 'Little Joys'—charms, wristlets, scarf holders, and organisers—integrated throughout the collection to enhance the overall carrying experience.