IRTH, by House of Titan, has launched its new brand campaign ‘Always a Little Ready’, bringing to life its philosophy of handbags that move effortlessly through everyday moments with style, lightness, and ease. The campaign marks the brand’s Spring/Summer 2026 season and introduces a fresh design language anchored in soft tones, playful details, and deeply personal carry experiences.
At the heart of ‘Always a Little Ready’ is a simple but resonant insight: nothing inside a bag is accidental. Every fragment of life — something to look good, feel good, and a little extra room for anything along the way — finds its place within. The campaign film follows women with different rhythms, from a sunlit commute to a joyful pause at the end of the day, capturing the quiet sense of preparedness that comes with carrying a bag designed to fit the way you live.
The Spring/Summer palette moves from neutrals to soft colours across summer skies — playful, light, and full of joy — reflecting IRTH’s belief in making styling personal, expressive, and a seamless part of everyday life.
Kanwalpreet Walia, Business Head, Women Handbags Business at Titan Company Limited, said, “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. ‘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.”
Amrish Kondurkar, Founder of Kondurkar Studio, the creative agency behind the campaign, said, “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.”
This season introduces a thoughtfully curated range of new styles and accessories. The Sailor Tote, inspired by origami and constructed with folds of delight, brings structural playfulness to the collection. The Skye Tote arrives in softer tones such as dusty blue and clay, offering a lighter, more relaxed silhouette. Complementing the bags are Little Joys — a range of playful accessories including charms, wristlets, scarf holders, and organisers integrated across the collection. Together, they bring a lighter, more expressive quality to the experience of carrying an IRTH bag.
Ergonomically designed for the things collected, carried, or reached for along the way, each IRTH bag allows women to customise the space as per their individual needs and style — making every carry uniquely their own.
