AM:PM was established in 2002 as a luxury-prêt offering, creating a line for women who wanted India-moderne.
Over the last 15 years there has been immense growth in the label’s audience due to it’s unique aesthetic, which has continuously remained elegant, subtle and classic.
Keenly focused on its constant evolution, the label has launched a signature line, which will entirely focus on occasion-wear. Having established itself in the prêt genre this seemed to be the most seamless extension.
An ancient metal handicraft that originated in Persia and flourished in the 14th century under the rule of the Bahamani Sultans, Bidriware is at the heart of the inspiration of Ankur & Priyanka Modi’s first signature collection.
The craft uses a deep black alloy of zinc and copper, which is then beautifully inlaid with pure silver to create stunning patterns on various silhouettes of furniture, showpieces and jewelry.
Taking the seductive essence of this rich craft, twenty unique pieces have been created by the designers.
Curated into a careful selection of flowing ensembles consisting of long jackets, capes, gowns, skirts, draped saris, dhotis, anarkalisand lehengas, each piece is replete with luxurious fabrics like organza, velvet, types of silk and weaves laced with threads of silver & gold.
A multitude of techniques have been used on the garments amongst them heritage ones like mukaish and zardozi. Intricate pearls have been sewn into garments in some cases taking weeks as they have all been exquisitely and painstakingly embroidered by hand.
The endeavor of this line is to give immense value to the customer today, with a range of multi-functional designs, which can be worn together or separately and to various occasions, yet still befitting all.