Ankur Modi and Priyanka Modi are a dynamic duo who are known for their impeccable ready-to-wear designs. The two started the brand AM PM , a play on both their names, in 2001 by effortlessly working in tandem and balancing each others’ areas of expertise- Priyanka handles the creative side and Anukar the business. AM PM clothing is known for its uber chic style and feminine appeal, tapping into an audience looking for pret clothing without all the fuss. When the idea for AM PM came into being, minimalism was as yet unheard of, and Priyanka used her international expertise to introduce the concept to the Indian market. Ankur, on the other hand, is the son of veteran designer Anju Modi, who has previously designed costumes for big-budget Bollywood films, and constantly seeks out her advice.
The couple has since won the Elle Style Awards in 2011 and 2012 due to the brand’s fashionable and global appeal. AM PM clothing since showcased at Lakme Fashion Week and Wills Lifestyle India Fashion Week, and own a flagship AM PM store at The Crescent in Qutub, New Delhi. The brand now also owns stores in Delhi, Hyderabad, Noida, Mumbai, Kolkata, Bangalore, Chandigarh and Raipur. They have even expanded into international markets like UK, USA, Middle East, Canada, Russia, the Netherlands and more.
AM PM designer wear is known for blending its traditional aesthetic with globally appealing luxury pret. The traditional aspect of it comes with its use of handicraft techniques such as embroidery and printing. Describing itself as “Soft grace, inherited class and confident subtlety”, its trendsetting collection features maxi dresses with sequins, embroidered anarkalis in chanderi silk, and draped sarees with embellished blouses. These designers are ideal of all types of events such as weddings, anniversaries, brunch get togethers, cocktail parties and even for a regular day at the office.
The staple fabrics of the brand are hand-woven cotton and khadi. Khadi or khaddar is a handspun or hand-woven natural fibre cloth mainly made out of cotton. The khadi is sourced from Khadi Gram Udyog. The duo also recently started a Persian handicraft-inspired couture line called ‘Zevar’ that has been quick to gain a loyal fanbase. Actress Jacqueline Fernandez has been made the brand ambassador for the new venture given her elegance and poise. AM PM online shopping is now also an option with websites like Nykaa Fashion offering a number of options at your fingertips.
Bollywood big-names including Priyanka Chopra, Alia Bhatt, Kareena Kapoor, Sonam Kapoor, Madhuri Dixit, Shilpa Shetty, Dia Mirza, Kalki Koechlin and Sridevi have been patron to AM PM women’s clothing for daily wear as well as special occasions. The most popular sellers are AM PM kurtis, AM PM dresses and AM PM suits .
For affordable comfort, chic silhouettes and graceful elegance, the latest AM PM collection by Ankur Modi Priyanka Modi is a definite must-have. The Autumn Winter 2018 AMPM collection takes inspiration from the arts and crafts of the land in this rich homage to Madhya Pradesh. It seeks to encourage its customers to put the ‘ART’ in ‘HEART’. You can shop AM PM online on Nykaa Fashion, as well as other designers like Payal Singhal, Nikasha and Medhya. Our online website is also host to the latest collection of gowns and other pieces of clothing including contemporary kurtis and ethnic lehengas , suits and sarees.