All You Need to Know About AM:PM's First Couture Collection

pAfter doing ready-to-wear for 14 years, designer duo Ankur and Priyanka Modi are set to launch their first-ever couture collection under their label AM:PM in Mumbai tomorrow. Available since 3rd October 2016 at the labelandrsquo;s Delhi store at DLF Emporio, the collection, called Zivar, is aimed at the on-going festive season./p pandnbsp;/p pIt was the need for luxury-prandecirc;t that led Priyanka and Ankur Modi to start AM:PM in 2002. Gradually, with the use of pure fabrics, clean silhouettes, and handicraft, the brand succeeded in carving a niche for itself in the ready-to-wear vertical. In 2007, AM:PM opened its flagship store in Delhiandrsquo;s DLF Emporio Mall, which, according to Priyanka Modi, was a turning point for the label. It helped them gain immense popularity, with actresses like Alia Bhatt, Madhuri Dixit Nene, Karishma Kapoor, Twinkle Khanna, Neha Dhupia, and Kareena Kapoor Khan wearing the labelandrsquo;s creations. andnbsp;andnbsp;/p pandnbsp;/p pandldquo;Our customers have been demanding couture for a few years now," says Priyanka, Creative Director of AM:PM. "Itandrsquo;s just that we didnandrsquo;t act upon it. But now that we are fairly established in the industry, we thought it's the best time to offer something new.andrdquo;/p pandnbsp;/p pCrafted essentially in black and ivory, a favoured AM:PM colour palette, the range also includes splashes of bold red, mint, rose, turquoise, and coral. Zivar is inspired by a 14th-century handicraft technique called Bidri which originated in Bidar, a small town in Karnataka. It is a metalworking art where a matte black alloy of zinc and copper is inlaid with pure silver to create shimmering patterns./p pandnbsp;/p pandnbsp;/p pAs this is the first time the designers are trying their hands at haute coutureandmdash;Ankur is famed couturier Anju Modi's son, and has grown up seeing his mother's masterful craft dailyandmdash;they have kept the collection to a modest 20 pieces. There are long jackets, capes, gowns, skirts, draped saris, dhotis, anarkalis, and lehengas. Priyanka says that designing a couture range gave them more liberty to experiment, as opposed to working on ready-to-wear. andldquo;We had fewer boundaries where cost was concerned, and could incorporate a versatile array of embroideries and embellishments.andrdquo;/p pandnbsp;/p pThis allowed the designers to use muquaish workandmdash;a type of embroidery that involves couching delicate metal strips onto the fabric by hand to create patterns. Originating in Lucknow, Uttar Pradesh, muquaish is known to be expensive as it is labour intensive and time consuming. Also, there arenandrsquo;t many artisans left who can work with the technique. The collection also features a lot of zardozi stitches and threadwork./p pandnbsp;/p pandnbsp;/p p style="text-align: center;"/p pandnbsp;/p pandnbsp;/p pSmall though the collection may be, the designer duo has not stinted on marketing it astutely. Zivar's recently unveiled campaign features actress Jacqueline Fernandez andldquo;shot simply, not like a typical, elaborate couture shoot," says Priyanka. "We wanted it to express the brandandrsquo;s aesthetics of understated and effortless elegance. And Jacqueline breathes life into every garment she wears. She is gorgeous, vivacious, and fit... the ideal AM:PM woman.andrdquo; But this isn't the end. Next up, hints Priyanka, is a menswear line. Watch this space./p pandnbsp;/p pstrongMore On andgt;andgt; a rel="nofollow" href="http://www.luxpresso.com/style/fashion" target="_blank"Fashion/a/strong/p

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