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Ridhi Mehra’s new 2020 bridal campaign is made for the free-spirited bride who likes to keep it fun while being deep-rooted in tradition. 

2020 bridal campaign

It’s that time of the year again. The wedding industry seems to be thriving on online planning, virtual fittings, and WhatsApp invites. And with new bridal campaigns taking over our timelines, we are mesmerised by the new-age silhouettes and the stellar accessories. Ridhi Mehra’s new collection comes right in time for the wedding season with interesting separates and beautiful handwork. Ridhi Mehra has always been a favourite among Bollywood stars and created a niche for herself with outfits and ideas that are not just traditional but contemporary and global in every way.

2020 bridal campaign Ridhi Mehra

They are an eclectic blend of Persian and Indian cultures with a hint of vintage old-world charm, and these make for great options for a mehendi, sangeet, and even a welcome lunch. Her latest wedding soiree campaign, Heer, Pre Fall 2020 is a mix of Ridhi Mehra’s unique spirit and a blend of delicate yet punchy details that look great on minimalist and simple weddings.

2020 bridal campaign Ridhi Mehra

She calls her campaign ‘maximal ethnic’, a beautifully created canvas of style and couture in bright hues like canary yellow, peach, apple green, ivory and gold. It’s all about grace and eccentricity at the same time with ‘voluminous silhouettes’ in lighter fabrics like chiffon, organza, net, and silk.

2020 bridal campaign Ridhi Mehra

Perfect for the new-age bride who wants a bit of uniqueness and charm in her bridal trousseau, the designer has also used golden zari threads, cutdana, and floral motifs to create drama. 

2020 bridal campaign Ridhi Mehra

“Heer is a tribute to the neoclassical bride-to-be! The collection has been inspired by the grandeur of Mughal carpets juxtaposed with modern Indian silhouettes, eclectic colours, and rich heritage,” says Mehra of the design journey this season.

Here are the looks for your viewing pleasure – these beautiful silhouettes not only make for a great bridal trousseau but can also be worn by the bridesmaids and sisters and guests. And the men have their pick too.

Latha Sunadh
Deputy Editor
When she's not trying on a new serum, researching on yet another classic fragrance and sharing lip balms with her 5-year old daughter, Latha Sunadh keeps it reined in with a nice song and a good book. Special skills include obsessing over handmade, home-made and handcrafted luxuries.