Kareena Kapoor Khan has a particularly personal connection with Ritu Kumar, so her latest collaboration with the designer feels like more than just another fashion campaign.
On September 8, Kareena shared the trailer for Ritu Kumar’s new couture collection on Instagram, giving a first look at a series of richly detailed ensembles designed by Amrish Kumar. And if the trailer is anything to go by, the collection is all about heritage, craft and a generous dose of old-world glamour.
The outfit took more than 600 hours of artisanal work, according to the label. The campaign, titled Ritu Kumar Couture 2026, features six distinct looks, each styled with carefully chosen jewellery and accessories. Earlier reporting noted: Also Read | Abu Jani and Sandeep Khosla celebrate 40 years with a maximalist fashion spectacle at Mubarak Baug Earlier reporting noted: In addition to the dress shown in the picture, Kareena Kapoor wears several other outfits in the trailer.
“Ritu Kumar has always held a very special place in my heart,” she wrote. Kareena herself spoke about the emotional connection behind the collaboration, recalling a piece of clothing that has been part of her family history. She went on to share how a beautiful piece that once belonged to the Begum of Bhopal was gifted to her mother-in-law, who wore it on her wedding day. Years later, Ritu Kumar restored the piece for Kareena to wear at her own wedding. That story gives the new campaign a rather lovely context. Kareena isn’t simply wearing couture from the house; she’s wearing a label that has already been woven into her family’s memories. “So this was never just a campaign for me. It was about emotion, memories, heritage and a beautiful sense of belonging,” Kareena wrote. “Some things really do come full circle. The collection brings together dramatic silhouettes, traditional Indian embroidery and earthy colours, with each outfit carrying a distinctly handcrafted feel. One of the standout looks is the Jaisalmer Jacket & Skirt, inspired by Rajasthan’s architectural heritage. Traditional block prints have been reworked into a contemporary jacket-and-skirt silhouette, with aari, tikki and zardozi embroidery adding layers of detail. Another look takes the collection into more vintage territory. Kareena wears an antique-gold, olive and ochre ensemble with a plunging V-neckline and a corset-like embroidered bodice. Paisley motifs and zardozi work cover the outfit, while sheer printed sleeves lead into a dramatic, flared skirt. The jewellery, meanwhile, is kept relatively restrained, with cool tones and hints of green allowing the heavily worked outfit to do most of the talking. Then comes a structured jacket that feels equally elaborate. Kareena pairs a fluid, flared skirt and inner tunic with a jacket covered in mirror work, metallic embroidery and geometric patterns. Here, too, the accessories are deliberately minimal. One of the more striking looks plays with contrast. Kareena wears an earthy green-and-black printed base with a sheer black drape layered over it. Antique-gold zardozi, sequin booti work and detailed paisley borders give the drape a rich, almost vintage finish. The campaign has been styled by Rhea Kapoor, who shared details of the shoot and individual looks on Instagram. The styling doesn’t try to compete with the embroidery. Instead, it lets the clothes remain the focus. For one look, Kareena wears earrings by Raniwala and a ring by Prithviraj Jewels with Jimmy Choo shoes. Another is paired with jewellery from Rare Heritage, while the red suit gets vintage Schiaparelli earrings and polki buttons by Birdhichand. The saree look is finished with jewellery by Rohit Ichpilani, a Prithviraj Jewels ring and shoes from House of Toramally. For the new mirrorwork ensemble, Kapoor chose jewellery by MLB Jewels, while the gown is accessorised with earrings and a cuff from Khanna Jewellers. Shot on film by The Badly Drawn Boy, with art by Disha Dey, the campaign has a distinctly cinematic quality. And that seems fitting for a collection built around the idea of clothes carrying stories. For Kareena, that story began long before this campaign – with a garment passed down through her family and restored for her own wedding. Now, she’s part of a new chapter for the house, bringing Ritu Kumar’s rich craft tradition into a very different fashion moment. One of them is an opulent, vintage-inspired ensemble featuring earthy antique-gold, olive, and ochre tones. The outfit showcases a plunging V-neckline, an intricately embroidered corset-style bodice with detailed zardozi and paisley motifs, sheer printed sleeves, and a dramatically flared, heavily embellished skirt. It is paired with minimalist, cool-toned jewellery with a touch of green.
