Designers to the stars


Designers to the stars
BOLLYWOOD BEAUTY: Jacqueline Fernandez is the brand ambassador of AM:PM.

Ankur and Priyanka Modi will be presenting their label AM:PM at a trunk show for the first time in the city

By Deepa Narwani

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Published: Thu 31 Aug 2017, 2:54 PM

Last updated: Sat 2 Sep 2017, 5:02 PM

A hot favourite among Bollywood celebrities, the label AM:PM by husband-wife designer duo Ankur and Priyanka Modi, will be coming to Dubai for its first-ever trunk show in September.
AM:PM is a luxury-prêt offering designed for elegant women who have innate presence but want to establish it discreetly and effortlessly. 
In an exclusive interview with Khaleej Times, the designers say: "India Moderne is what we do best and that is at the heart of every garment in each collection. It repeatedly gets reinstated with different inspirations."
The duo are excited to come to Dubai and will also showcase their signature couture line, 'Ankur & Priyanka Modi', giving customers a wide selection of designs, colours and price points to choose from for varied occasions. Fashionistas will be spoilt for choice at the event that has been organised by Numaish Lifestyle Exhibitions, and can expect a range of beautifully crafted and highly detailed garments.
"We have a lot of customers from Dubai buying from our India stores, plus a bevy of them buying online, so we're very eager to meet them and introduce the brand to those who haven't experienced it yet," they highlight.
Both Ankur and Priyanka Modi feel that Dubai has one of the most cosmopolitan fashion scenes in the world.
They say: "People here love luxury and it clearly shows with every brand worth its salt wanting to have an outpost here. Women in Dubai hugely appreciate the glamour and craftsmanship that Indian designs have innately yet they are equally comfortable with western cuts letting them have the best of both worlds. But we feel India's talent (fashion-wise) is still underrepresented here and we want to work towards changing that."
Exotic silhouettes
AM:PM's new AW'17 collection is called 'Elili' which translates to beautiful in Tamil. For this collection they sought inspiration from South India, its heritage, temples, festivities and culture. The collection absorbs and juxtaposes the region's diversity and versatility in its silhouettes replete with centuries-old South Indian crafts to create unique designs. 
From the tropical serenity of Kerala's backwaters and the rich canvas of Kanchipuram's handwoven silks, the brand has distilled the region's vast legacy through patterns, motifs and embroidery to present this collection. 
Luxurious fabrics like Chanderi and Dupion silks, and 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 offer an elegant but playful touch to the collection.
Crafted in a colour palette including mustard yellows, exotic tones of blue and green along with deep burgundy and stunning fuchsia, the collection is a wide selection of fluidic tunics and capes, easy palazzos and dhoti pants, chic shirts and 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.
Couture calling
Last year, the duo stepped into the world of couture and received an overwhelming response. "For many years, our customers used to ask us for clothes they could wear to very formal occasions, in most cases wedding festivities. When we finally launched the signature line 'Ankur & Priyanka Modi' last year, we had a limited selection since we didn't know how the people were going to react, but the response exceeded anything we had expected. So with the collection this season, we've actually more than doubled the number of designs and incorporated a lot more in terms of silhouettes and techniques that we weren't able to do the last time."
This season the collection is called 'Pishtaq'. It has been inspired by the Taj Mahal's history, architecture and the fact that it is a symbol of love.
Bollywood buzz
Recently, AM:PM announced that Bollywood beauty Jacqueline Fernandez would be its brand ambassador. 
Ankur and Priyanka Modi say, "When we decided to put a face to the brand, it was only natural to associate with someone who best fits the brand ethos. Fernandez is truly beautiful and poised, and it was momentous when she decided to come on board as the brand ambassador. She is spirited, vivacious and a flawless beauty, making her an obvious choice to represent the brand. Her effortless style and easy-going versatility inspired us to mark a new journey for the brand."
Other celebs that have worn the label include Bollywood divas such as Kangana Ranaut, Sonam Kapoor, Frieda Pinto, Kareena Kapoor Khan, Sridevi, Madhuri Dixit-Nene, Karisma Kapoor, Kajol, Sonakshi Sinha, Shilpa Shetty, and Tabu, among others.
When asked who they loved dressing up the most, they say, "We loved how Priyanka Chopra took to the couture and wore a few pieces. Then there is Alia Bhatt who's worn us quite a few times and prefers us when it comes to doing Indo-fusion looks. One of our current favourites though was Shruti Hassan, who wore one of our concept saris to Cannes this year. We were bowled over with just how spectacular she looked!" 
Future plans
When asked if there were plans to open a store in Dubai soon, they say, "We're definitely toying with the idea and this trunk show is in a way a small step towards that. We have 13 stores now across India with a minimum of two more opening before the year closes. We feel that opening stores overseas will definitely be a great next step. Dubai, of course, tops the list of possible international locations."
Work has already begun on their SS'18 collection. "Though it's at a very nascent stage, the SS'18 collection is underway. We're working on a coastal inspiration, and the colours and artwork are very unusual this time around. We love pushing ourselves to try new things and this time with SS'18 we think we'll really surprise our customers!" they conclude. 
INFO: AM:PM Trunk show by Ankur Modi & Priyanka Modi, Shangri-La Hotel, Sheikh Zayed Road, September 8 and 9, 11am to 8pm.
Ankur and Priyanka Modi's top three style tips
1) Always go for quality over quantity. It really shows when you don't. 
2) Wear silhouettes that enhance your physical prowess and not the ones that overpower your personality. 
3) Create an inner vision about yourself and dress to bring that to reality. Dress according to your personal style, not according to global trends.

Ankur and Priyanka Modi
Ankur and Priyanka Modi

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