Ankur and Priyanka Modi, the forces behind AM:PM, wanted to bridge a yawning gap they witnessed in the industry with their brand. At the time, minimalism had not gained popularity in the country, and AM:PM sought to provide luxury prêt for those looking for fuss-free clothing.

Since the brand's inception, the creative couple has worked together in effortless tandem, to create a label that has ventured into a new fashion idiom whilst complimenting each other’s skills and areas of expertise.

High necklines and sleek silhouettes dominate the conservative yet chic AM:PM collections. The effortless pieces are comfortable yet stylish, making them wardrobe essentials one must own.

The DNA of the brand speaks of soft grace and inherited class. Pure and woven fabrics with subtle prints and barely-there embellishments make up an AM:PM ensemble. The label also incorporates the use of handicraft techniques whilst making sure the garments are extremely contemporary and understated. Every season, AM:PM outfits succeed in showcasing this contemporary elegance.