With 11 years of fashion experience under their belt, founders of AM:PM, designers Ankur and Priyanka Modi have propelled the label into a serious fashion force and have established it as a name renowned for its versatile fashion. The designer duo feels that it's a wrong perception that youth doesn't enjoy wearing Indian clothes and is completely westernised when it comes to their looks.
"We believe the youth enjoys wearing Indian silhouettes, which are contemporary and evolved designs for occasions," said Priyanka when asked about her take on how youth are focussing their shift towards international brands and designs.
"Today, designers curate collections which cater to this particular audience and are easily accessible both online and offline," Ankur added.
The designer duo is ready to showcase their collection titled "Siyah" on the third day of the ongoing Lakme Fashion Week winter-festive 2015, that started here on Wednesday.
Their collection will have a lot of luxurious fabrics such as silk, organza and satin intertwined with Mughal romance.
One will see fluid silhouettes of draped long tunics, anarkali jackets, layered skirts and dhotis in an elegant palette of black and ivory that are accentuated by the heritage of delicate Mukaish embroidery.
This season, there are a lot of Delhi designers who are showcasing in Mumbai and AM:PM is one of them.
When asked the difference between both the fashion weeks, Priyanka said: "Mumbai is the financial capital of India while Delhi is widely considered the fashion capital. That is more so because there seem to be a lot more fashion houses headquartered in Delhi though both are extremely wealthy and diverse cities with ample business opportunities."
"Even for AM:PM, we're balanced in our retail presence between the two cities, with 2 stand-alones in Mumbai and 3 in Delhi. Even going forward I believe we'll maintain the balance. As for design experimentation, due to social media the world has become flatter, fashion is now so much more democratic; it is sought, bought and worn more to express oneself, whether in Mumbai or Manhattan," added Ankur.
Eleven years in the business and the brand is going a notch higher with every season.
The designers are taking the brands to different cities, not just Delhi and Mumbai.
(Nivedita can be contacted at nivedita.s@ians.in)
