IRTH, by House of Titan, has launched a new brand campaign titled “Always a Little Ready,” centered on the brand’s approach to bags designed for everyday movement.
The campaign is built around the idea that the contents of a bag reflect the rhythms of a woman’s day. According to the release, the brand’s design philosophy focuses on bags that are ergonomically structured to accommodate the things women collect, carry, or reach for along the way, with space for individual customization.
The campaign film presents scenes including a sunlit commute and a pause at the end of the day, set against a Spring/Summer palette that moves from neutrals to soft colors. The release describes the mood as playful and light, reflecting what the brand calls a personal and expressive approach to styling.
“At IRTH, we start with how women live, move, and organise their day. Design for us is intentional and considered. The idea was to create bags that feel personal to carry, leaving room for individuality, spontaneity, and the small things each woman chooses to make space for,” said Kanwalpreet Walia, Business Head Women Handbags Business, Titan Company Limited.
“‘Always a Little Ready’ is an articulation of this thinking. This season, we wanted to bring in a lighter, more effortless mood through softer tones such as dusty blue and clay, playful details like our paper boat charm on the Origami bags, and silhouettes that move easily through different moments of the day.”
“We wanted to capture a feeling, not a feature. A sense that everything you need is already with you, held with care. Always a little ready is that quiet confidence carried through the day,” said Amrish Kondurkar, Founder, Kondurkar Studio, the creative agency behind the campaign.
Images provided by House of Titan.
