photo-Fabien Charuau
In the course of its 20-year long journey, one of the things that the brand has realised about itself is that they like to do things differently, in a sense, make its own rules. Like, when fashion only meant couture in our landscape, AMPM decided to create a ready-to-wear label that was modern and minimal. When the world clamoured only to get noticed, AMPM created a product that could speak for itself. When the Indian fashion industry was still nascent, AMPM aimed to scale.
Every organisation that has traversed an era, has surely faced its fair share of challenges. AMPM did too. With everything from stage fright in putting up a fashion show, to the sudden supremacy of social media and the manic consumption it spawned, to even now, with the pandemic and its impact on every human being on the planet. The brand has weathered many a storm, each of them varying in their degree of difficulty, but each providing a stellar opportunity to evolve. Retailing luxury prêt meant catering to a niche audience and going the extra mile, making sure the product is not only desirable but that the customer is able to derive incredible value from it. Over the last two decades AMPM continuously worked on their product.
Now, it’s time to create a lifestyle.
At the time of envisioning the new brand, the brand knew that the culmination of this evolution would be across all consumer touchpoints, be it retail stores or social media platforms and that they wanted all of it to be experiential and immersive. So, whilst designing the first physical experience, it was imperative that they were able to capture the essence of the new language that was created and that the space clearly spoke of it. Even though it was a retail store, one of the first things they decided to do was to do away with the idea of it being a retail store. It could not feel transactional. It could not be typical. So AMPM took the inspiration from a real home, not just any home, but that of Creative Director, Priyanka Modi.
Date 19-07-2022
Now, it’s time to create a lifestyle.
At the time of envisioning the new brand, the brand knew that the culmination of this evolution would be across all consumer touchpoints, be it retail stores or social media platforms and that they wanted all of it to be experiential and immersive. So, whilst designing the first physical experience, it was imperative that they were able to capture the essence of the new language that was created and that the space clearly spoke of it. Even though it was a retail store, one of the first things they decided to do was to do away with the idea of it being a retail store. It could not feel transactional. It could not be typical. So AMPM took the inspiration from a real home, not just any home, but that of Creative Director, Priyanka Modi.
Date 19-07-2022
photo: Fabien Charuau