IRTH

YOURS TO DEFINE

The W+K Delhi team is proud to introduce IRTH, an all-new brand of women’s handbags from the House of Titan. Designed with utility and practicality in mind, these bags aim to change how work bags and evening bags and diaper bags and all kinds of bags are supposed to look and function.

A rich starting point was the realization that a “meaning” is often attached to women by the fashion they wear or carry. This trend continues in contemporary advertising aimed at women, where binary labels such as “art punk” or “career woman” are the norm, depending on the product in question.

For us, avoiding that became a de-facto objective of the work—and not least because Irth is Hindi for ‘meaning’ or ‘definition’. Throughout, the campaign avoids making use of any ‘labelling’ in its language. Communication is light, airy, open-ended—making no assumptions about the demographic or their personalities or how they’re supposed to use the product. “Any bag is a travel bag if you can’t travel without it”, as one outdoor puts succinctly. All of this is held together by the brand platform of “Yours to Define”, a poetic reminder that it’s you who gives your bag meaning—not the other way around.