The House of Itrh, designed by Ridhi Bansal Varma and concepted by Mohit Rai, specializes in Indian ethnic wear made using exquisite and endangered age-old crafts such as kalamkari, madhubani, chikankari, zardozi and gota weaving. The focus of the house is to cherish the beauty of handcrafted luxury designer wear.

Itrh prides itself in creating traditional styles, often with a modern touch, inspired by the rich heritage of Indian craftsmanship. The label’s elaborate pieces carry a distinct aura of opulence. The signature piece that has also quickly become a celebrity’s favourite is the full gota lehenga. The label’s strong aesthetic is what has managed to make the brand so popular in such a short span of time. With an already crowded market, Ensemble was quick to realize the unique potential Itrh was able to offer, bringing something new that was yet rooted in tradition. Thus, Itrh, founded in 2019, has been part of Ensemble’s exclusive #EnsembleIncubator programme since its launch and a growing brand within our stores ever since.

“Itrh outfits when hanging in Ensemble feel like they are home. The tasteful merchandising team and customer base has supported us the way no one has since our first day in the sun. Although it’s not been a long relationship, it feels like something that will last a lifetime,” Ridhi says of her collaboration with Ensemble.

Ensemble's merchandising team works closely with Itrh and the team to ensure the most exclusive, premium and latest collections at the best prices, both for the online shop and our 5 stores across Mumbai and Delhi.

Itrh’s ability to take craft from ancient India and translate it into designs that hold relevance in modern daIndia is what has made the brand so unique. Gota work instinctively brings to mind majestic havelis in Rajasthan where ladies are wrapped in beautiful gota-embroidered saris. The designer’s signature outfits are made of lampi – a form of woven gota that actually found its roots in the early 1900s in Hyderabad. The fabric is generally handmade by weaving a fine metal wire-like silver and copper into the fabric. Itrh also incorporates in its design the ancient crafts of madhubani and kalamkari. Madhubani painting is characterized by its eye-catching geometrical patterns practiced in the Mithila region of Bihar. Kalamkari from Andhra Pradesh is a style of hand painting or block-painting done on fabric with a pen or ‘kalam’ using natural dyes. The imperfect strokes of both madhubani and kalamkari hand painting on fabric meticulously narrate age-old folklore. Due to the precision and uniqueness of the craft, no two hand painted garments are the same nor can they be created the same way.

When the designer launched her first collection, it took the wearer back into time with its mesmerizing craftsmanship. The collection showcased gota, intricately done on graceful drapes, playful pleats, drifting silhouettes and both hand painted and printed madhubani and kalamkari artworks. Already making waves with this line, her following collection consisted of gota-zari textures re-imagined into a variety of fusion styles inspired by the regal silhouettes of Indian costumes. The collection consisted of hues of parrot green, purple, fuchsia, orange, mustard yellow, ivory and off-white. Changing the language of the traditional saris, the designer focused on a lampi palla with a crepe body and a lampi blouse. lehenga and sharara sets featuring organza dupattas with woven zari lampi stripes and triangular edges are now a trending feature of the brand and considered one of its signatures.

“As a brand, we always celebrate the rich opulence of Indian craft. With every collection, our main attempt is and will always be to not only revive age-old skills, but also to dignify and preserve this heritage. Our design philosophy is deeply rooted in the exuberance and the graceful glamour of our illustrious past. We want our brand to be a timeless homage to our enriching history and phenomenal craftsmanship,” Ridhi said to Vogue India in a recent interview.

Itrh’s collection in Indian ethnic wear silhouettes such as woven gota lampi lehenga sets in metallic hues of silver and gold, self jacquard lehengas, shaded lampi paneled lehengas, silk kurta sets, organza jackets, sharara sets, gherdar anarkalis and both printed and hand painted saris and dupattas. Embroideries such as chikankari with mukaish or zardozi have also been featured. The collection generally consists of a vivid colour palette including cobalt blue, red, black, green, fuchsia and also some neutral tones like beige, ivory and creams.

The designer’s work uses an interesting play of colours and textures and is fairly minimal without much embellishment. With its rich heritage value, her designs make for a great choice for your roka ceremony, pooja, wedding, engagement, sangeet, mehendi, reception or your bridal trousseau. The ensembles also create value in that they can be mixed and matched to create a different look each time. The gota lehenga, one of the brand’s best selling pieces can be worn as a traditional all-over gota piece or can be worn to a cocktail evening with just a crop top, thus creating an indo-western look. The designer also works on using vertical detailing on her pieces to give a linear illusion effect, a feature that is appealing to all sizes.

The House of Itrh has quickly become a favourite with celebrities. The label’s vintage, ethnic looking pieces have been worn by Bollywood’s most loved stars such as Sonam Kapoor, Kareena Kapoor, Malaika Arora, Sonakshi Sinha and Kajol.

SHOP HOUSE OF ITRH LEHENGAS | SHOP HOUSE OF ITRH SHARARA SETS | SHOP HOUSE OF ITRH ANARKALIS

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