AM:PM finds a permanent home at UB City

Rashmi Rajagopal Lobo Published :  08th September 2017 10:24 AM   |   Published :   |  08th September 2017 10:24 AM

After over a decade of being in the business, husband and wife duo, Ankur and Priyanka Modi, the names behind the label AM:PM set up their first standalone store in Bengaluru, last weekend. The luxury label, that works exclusively with khadi and other handloom fabrics, stands alongside iconic names like Jimmy Choo, Louis Vuitton, Bottega Veneta and Burberry, at UB City. “We’ve retailed in Bangalore from its top multi-designer boutiques for a long time. Over the years, our loyalists have grown and a lot of them even started shopping at AM:PM stores in other cities. It’s then we realised that we must have an exclusive store in Bengaluru, which gives our customers the complete AM:PM experience,” explains Priyanka, when asked about this move. Spread across a 400-square-feet space, with a blend of contemporary and traditional elements, the store currently stocks their AW ‘17 collection Elili, an ode to the beauty of South India. Priyanka tells us more in an exclusive exchange:


What was the idea behind the design of the store.

We wanted to create a design language for the store that spelled purity and grace and to provide a retail experience that would illustrate the sophistication and luxury AM:PM exudes through its contemporary, detailed pieces.The design for the store is built on the pillars of detail, linearity, geometric shapes and graphics handpicked from our collections over the years. A terrazzo floor with intensive uses of black metal, mood-lighting and luxurious copper elements characterise the store. The concrete floor, widely used in Indian homes during the mid-nineteenth century, is used, hinting at the tradition AM:PM portrays through its designs. The minimalistic, geometric and clean black-metal shelving juxtaposes the contemporary value that the brand also represents.

What can one expect from the collection, Elili?

Constantly inspired by myriad places and their cultures, the brand has traveled south of the Vindhyas

this Autumn/Winter to present Elili, which means beautiful in Tamil. Much like the diversity of our incredible India, the collection juxtaposes versatile silhouettes with centuries-old South Indian crafts and traditions to recreate the label’s signature silhouette - structured fluidity. From the tropical serenity of Kerala’s backwaters and the rich canvas of Kanchipuram’s handwoven silks, AM:PM has distilled the region’s vast legacy through patterns, motifs and embroidery to present this collection.


Tell us about the fabrics, colours and embellishments that have been used?

Luxurious fabrics like Chanderi and Dupion Silks, Georgette and Duchess Satin provide the perfect backdrop to bring to life aari and dori embroidery depicting the flora and fauna of the region. Coupled with mirror-work and prints, the details make for an elegant yet playful nuance to the collection. Crafted in a colour palette including mustard yellow, pleasing tones of blue and green and warm burgundy and fuchsia, the collection is replete with fluid tunics and capes, easy palazzos and dhoti pants, chic shirt-dresses and graceful skirts. Ideal for a day out at lunch or for cocktails in the evening, the collection presents versatile options for the season’s festive wardrobe.


What are your other projects in the pipeline?

We are currently engaged in touring with our latest couture collection ‘PISHTAQ’ which will also come to Bengaluru shortly. We are also working on launching two new stores, one of them at the upcoming Palladium in Chennai.


Rs.7,000 upwards. At Vittal Mallya Road.