AM:PM Store Launch in Chandigarh

By 121 News

Chandigarh 11^th March:- Ankur and Priyanka Modi make a dynamic team whichhas propelled their high-prêt label AM:PM into a serious fashion force.Since the inception of the brand 12 years ago, the couple has worked together seamlessly, complementing each other's skills and areas of expertise.

Celebrated avidly for their eloquent designs, versatility and uber feminine collections, Ankur and Priyanka have come to be known for their focus on quality. Pure fabrics, fresh colours and chic silhouettes are infused with subtle prints, surprising embellishments and passionate attention to detail, making their designs supremely wardrobe-worthy.

Little wonder that, Indian actors and contemporary style-icons including Alia Bhatt, Sonam Kapoor, Priyanka Chopra, Freida Pinto, Kangana Ranaut, Madhuri Dixit, Kajol, Kareena Kapoor Khan, Sridevi, Karisma Kapoor, Athiya Shetty, Twinkle Khanna, Lisa Rayand many more have all taken to AM:PM, as customers, loyalists or enthusiasts, marking their affinity for AM:PM's distinct design language.

The label will now present their coveted creations at their very first store in Chandigarh. Located in the heart of the city's shopping hub, Sector 17, the store has launched with AM:PM's surreal mythological love story-inspired Spring Summer 2016 Collection.

Embracing the brand's distinct India-Modern aesthetic, the store has been designed to exude warmth and elegance. Floor-to-ceiling glass windows allow shoppers a glimpse into the world of AM:PM, set in copper-trimmed accents against soothing hues of grey.

The new store sprawls across 750 sq.ft of prime real estate and houses the season's must-have styles and silhouettes from the current collections, with an extensive selection of Suits, Tunics, Shirts, Dresses and Palazzos that the label is well-known for. Every outfit has been designed keeping in mind the contemporary woman of substance, who is a mother, wife, daughter, professional, best friend all rolled into one. In signature AM:PM style, the collection presents versatile outfits with easy, flowing silhouettes that can be worn from day to night and across various occasions.

Sharing their excitement for the launch, Ankur & Priyanka Modi said that we are thrilled to open our first store in Chandigarh. Over the years, our designs have found keen buyers from the city. When it was time to launch a new home for the brand, it was an obvious choice to finally open a store here. We look forward to welcoming AM:PM lovers to the store now.  They added that keenly focused on wearability, comfort and style, the collection is comprised of fabrics that are pure and finely woven. Contemporary methods of printing and embroidery are applied, albeit in an understated manner, so AM:PM styles stay classic and relevant for the modern Indian woman.

'Shakuntala' by AM:PM presents a romantic fluidity and encapsulates the epic tale of Shakuntala's love story and how nature played a beautiful part in this heartening story from ourgloriuos mythology. Ankur & Priyanka Modi found purity and innocense in the life of 'Shakuntala' and the collection showcases a beautiful modern interpretation of this legend. Nature and its varied motifs play an important role in the garment construction across the collection.

Luxurious fabrics such as silk, organza and satin and fluid silhouettes of draped long tunics mark an easy yet elegant style-story throughout the collection. Ideal for an afternoon lunch with friends, in the board-room or for an evening out with that special someone, each garment is versatile enough to be worn as an ensemble or even donned as separates over skirts and pencil pants. The colour palette across 'Shakuntala' is inspired by the tableau depicted in the legend and draws heavily from the vibrant hues found in untouched nature. Apple Green, Moss, a hint of Peach, Red, Ice Blue, Navy, Ivory & Black – each colour works with the fall of the fabric to recreate its own version of Shakuntala's story.

Full of soft grace with a subtle air of sophistication, AM:PM's collections have become staples in the closets of the truly discerning not only in India, but across the world. The AM:PM flagship store is housed at the prestigious DLF Emporio in New Delhi, with standalone stores at the renowned Khan Market and The Kila again in New Delhi. Their Mumbai flagship is at the Palladium and also has a standalone at the tony Khar West.The brand is growing aggressively and is retailing out 25 of the most exclusive designer boutiques across India. Internationally, AM:PM can be found at select stores in the United States, the United Kingdom and the Middle-East. The brand is also available online and has its own e-store atAMPM.IN which delivers to over a 170 countries around the world.