There is something about the spirit of holidays, about sitting by the fire and reminiscing of moments gone by. The year, that seemed just a day short of a century, was unprecedented in many ways. We were challenged and faced a new reality. And as the world caught itself in the eye of the storm, we learned to lean on each other. Co-existence became physically spaced out but infinitely more intimate. As we look to the future with hope, we bring you a roundup of AMPM milestones in 2020.
A more tight knit creative exploration ensued. The Kenza and Zāhia campaigns were a flight of fancy. Our visual artistry became more pivoted as we delved deeper into digital. Art led the way. Our Creative Director Priyanka Modi notes, “The visuals were created as actual pieces of art, thoroughly imaginative and evocative. Everything has been so surreal about this year that it was important to me that we captured it in our communication. I like to think of our expression as something where ‘art precedes reality’ so to speak. I think it captures the time perfectly.”
The “Modern Indian” essence shone through with reincarnated classics. The AMPM signature saree made an elegant re-appearance in Zahia, our festive collection. Versatility has always been a guiding principle in our design philosophy. Every garment carries with itself the essence of craftsmanship and timelessness. They are emblematic of purposeful design and are crafted to give a lifetime of joy.
In a changing landscape, we found the space to reflect. To realign ourselves with consciousness. Engaging conversations on sustainability and building a mindful business, were convergence points for the industry to think together.
As we look back at the year that was, we are filled with gratitude. It was a year that taught all of us a lot. The only way ahead, in the upcoming year, is to be more kind. To remain resolute in our efforts at being conscious and respectful towards people and the planet at large.