The brand AM:PM came into existence after an engineering graduate, Ankur Modi, and a fashion prodigy, Priyanka Modi, decided to turn their personal compatibility into a professional one. Priyanka leads the creative unit whereas Ankur handles the business side of their premium fashion venture. AM:PM is a potent combination of the designer duos’ strengths. Since the inception, the creative couple has worked together in an effortless tandem, complimenting each other's skills and areas of expertise.
Pure fabrics, fresh colours and innovative silhouettes brewed with subtle and strong prints, surprising embellishments and passionate attention to detail makes their designs supremely wardrobe-worthy. Increasingly known for their eloquent designs, they are self-confessed worshippers of quality. There is a lot of comfort seen in their style and surface effects.
Fabrics are elegantly tailored using pure and woven materials. They also use handicraft (old methods of printing and embroidery stitches), yet making their garments extremely contemporary and understated. Their style speaks of soft grace, confident subtlety & inherited class.
The label has carved a niche for itself with classy chic suits, sarees and dresses and trendy tunics, tops, shirts and skirts. Their collection can be described as Indian inspired global prêt.
AM:PM has slowly but surely been building its brand, and not only in New Delhi, the company's head-quarters, but across all major cities in the country. After years of successful retailing in the metropolises, the acclaimed label made its runway debut at the Mumbai based Lakme Fashion Week Winter Festive 2015. The brand also reaches out to its clients through high-end designer wear web portals.
The designers are currently expanding internationally in countries like US, UK, Russia, Canada, Italy, the Netherlands and the Middle East. The brand has been well received internationally and won the Elle Style Award in 2011.
AM:PM plans to enter menswear fashion too and the expansion plans also include foraying into the luxury segment.