Ankur and Priyanka Modi, a truly dynamic team have propelled their label AM:PM into a serious fashion force. Since the inception, this creative couple has worked together in an effortless tandem, complementing each other's skills and areas of expertise. Increasingly known for their eloquent designs which represent impeccable style and uber femininity, they are self-confessed worshippers of quality. Pure fabrics, fresh colours and chic silhouettes brewed with subtle prints, surprising embellishments and passionate attention to detail, make their designs supremely wardrobe-worthy. They are keenly focused on wearability, comfort and style. Fabrics are elegantly tailored using pure and woven materials. They also use handicraft (old methods of printing and embroidery stitches), yet making their garments extremely contemporary and understated. Their style speaks of soft grace, confident subtlety & inherited class. As a marked show of it's appeal, celebrated Indian actresses like Madhuri Dixit, Kajol, Kareena Kapoor, Sonam Kapoor, Dia Mirza, Shilpa Shetty, Sridevi, Hema Malini, Karisma Kapoor et al have taken to the brand as customers, loyalists or enthusiasts.