After 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 label's Delhi store at DLF Emporio, the collection, called Zivar, is aimed at the on-going festive season.

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 w...