Ankur and Priyanka Modi's first AM:PM store opens in Hyderabad
Luxury couturiers Ankur and Priyanka Modi, known for their widely popular brand AM:PM, recently unveiled their flagship store in Hyderabad. It is no surprise that the Delhi-based dynamic designer duo decided to zero-in on Hyderabad, to open their largest outlet in the country. After all, fashionistas from the city have been hunting for the brand in multi-designer stores in the city and making trips to the capital, to shop for ensembles from this label. Located at Road Number 10, Banjara Hills, known as the design street, the 3,500-square foot store is a picture of elegance.
As you peer inside the glass doors of the two-storey design studio, you are greeted with the fragrance of fresh flowers . “While the floor downstairs has our latest prêt ensembles, the section upstairs is strictly dedicated to our couture line. We also plan to start a coffee bar here with a home decor section,” says Priyanka, as she sits down for a conversation and reveals the future plans for the store. The sophisticated interiors comprise a seamless terrazzo floor with wooden inserts, intensive use of black metal, beige walls and luxurious copper elements. The beige works wonders to bring out the beautiful colours of the outfits on display. An open ceiling concept, candles and spotlights add to the beauty of the store and keeps up with the minimalistic style the brand is known for.
Showcasing a vast selection of wedding and pre-wedding ensembles, their latest spring/summer collection inspired by colonial themes is the highlight of the first floor. “The techniques used are old world, but they have been moulded to suit the contemporary taste of fashionistas. Natural Indigo dyes and block printing have been used as we draw inspiration from the colonial era,” informs Priyanka.
Apart from their latest collection, summer-worthy apparel in dreamy, feminine silhouettes and a colour palette, including ice blue, fuschia, mulberry and lemon green, apricot, ivory and black, are up for grabs. The fabrics seem light to touch and make a clean break from heavily embellished pieces that come to mind when you think Indo-ethnic luxury wear. Well-cut kurtas, jackets, skirts and so on are woven in handspun silk, chanderi, mulmul, and linen. “This is our interpretation of Indian couture. The top buys from our stores are peplum jackets, skirts, and our ensembles in velvet replete with intricate embroidery,” offers Ankur, who happens to be ace designer Anju Modi’s son.
Details: 48502045 Price: While the ready-to-wear line starts from Rs 6,500 onwards, you can avail made-to-measure orders for Rs 40,000