AM:PM stays true to the tribal trend in their new line
Ankur and Priyanka Modi started designing clothes in 2003 with Indian handlooms and launched their pret label in 2007. Known for their comfortable silhouettes and functional aesthetics, they introduce their latest line to the city at Evoluzione through this month.
“We have tried to be a transitional, functional brand that offers pret Indian wear. We cater to the modern Indian woman who likes a balance of traditional and contemporary,” begins Priyanka explaining that transitional ensembles that can carry you directly from work to dinner are their forte.
Their new collection is inspired by tribal motifs found predominantly on Persian carpets and rugs. “We specifically picked the ones that are more geometric in character,” says Priyanka, explaining that they stay away from florals for a fresh take on the tribal trend. Blues and corals feature prominently in the bold prints using the technique of placement printing. “It is a painstaking way of identifying the print according to the silhouette and then placing it accordingly, so the print and cuts are perfectly aligned.” The result is unique pieces with no two prints and silhouettes exactly alike.
Pleated for elegance
Ranging from day and night wear shirts to longer kurtas with Chinese collars that can be worn with crop pants, drape saris paired with jackets, anarkalis and palazzo pants, the current collection is feminine yet bold and elegant. “Our designs are for women over 27 years, who are in tune with international trends yet are traditional and classy,” she tells us.
Pleats feature strongly in the rich silk organza shirts and kurtas while sheer silk net is used in the trousers. “The pleats range from box to fine pinstripes to complete the geometric theme overall,” Priyanka details. For a welcome change from embroidery, all the embellishments are limited through the play of prints and colours.
Rs. 7,500 upwards. At Vittal Mallya Road. Details: 41121088