Kareena Kapoor Khan fronts Ritu Kumar’s new couture campaign that reworks Indian textiles

What happened

What the collection uses and why it matters

The collection explicitly references several named textile and craft sources: Jamawar weaves, Chintz floral prints, Farrukhabad block prints, and regional embroidery techniques such as aari, tikki and zardozi. Those techniques are combined with contemporary tailoring and dramatic silhouettes to produce garments that read as heritage-informed yet modern in cut and styling.

Notable garments and craftsmanship

• Jaisalmer Jacket and Skirt: Inspired by Rajasthan's architecture, this outfit mixes traditional block-printed surfaces with dense aari, tikki and zardozi embroidery. The campaign copy states the piece required more than 600 hours of artisanal labour.

• Mehroz cape and bodysuit: Presented as a statement pairing that leans into theatrical outerwear while keeping the base silhouette minimal.

• Black-and-gold jacket with embroidered kurta and denim: An example of mixing formal couture detailing with everyday elements to create contrast.

• Contemporary patchwork saree and a luxurious Jamawar gown: These pieces show the label translating classic textiles into updated forms.

Across the looks, the campaign balances heavy handwork and ornament with pared-back accessories and modern silhouettes so the craftsmanship remains visible without overwhelming the styling.

Creative team and presentation

Rhea Kapoor handled styling for the campaign. The visual approach is described as cinematic with vintage-inspired cues layered into contemporary presentation. The combination of archival textiles and filmic styling aims to position the collection as wearable couture with a narrative quality.

Personal connection between model and designer

Kareena Kapoor Khan has a prior personal link to Ritu Kumar: the designer restored a Pataudi family heirloom for Kareena's wedding. That history is referenced in the campaign's emphasis on heritage, memory and the preservation of textile traditions.

What readers should take away

This campaign is a direct example of a couture house mining its historical textile archive and territory-specific craft techniques to produce pieces that look both traditional and current. The marketing highlights hand-intensive techniques and long artisanal timeframes as selling points, and the styling choices aim to make the dresses read as contemporary statements rather than museum pieces.

Publication detail

The campaign coverage was published by WeddingPlz on September 19, 2026.