AM:PM opens store at Mumbai’s Palladium

AM:PM, the women’s wear brand, has launched its new store at Mumbai’s luxury destination, Palladium. This is the brand’s

second store in Mumbai. The store echoes the label’s aesthetic, a showcase of elegant simplicity, which brings to light many subtle and surprising details. Statement elements like fluidic-cork furniture, miniature motifs on the floor and Parisian panels beautifully etch out the nuances of the store.

Elements seamlessly flow into one another, bringing together each of these eclectic and diverse facets together in a cohesive look. Imbibing the brand language that marries European aesthetics with Indian sensibilities, the color palette is ivory, black and shades of grey. The relaxed vibe of the store is set to ensure a comfortable and gratifying experience, just like with the clothes.

Ankur and Priyanka Modi are the force behind the 11-year-old brand. Their customers include Madhuri Dixit, Sridevi and Sonam Kapoor. Pure fabrics, fresh colors and chic silhouettes are brewed with subtle prints, surprising embellishments and passionate attention to detail. Fabrics are elegantly tailored using pure and woven materials. The target audience is the intelligent charismatic woman who establishes her presence while fulfilling an innate desire for sophistication, detail and precision.