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Published
Apr 5, 2021
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Ampm collaborates with multidisciplinary artists for new collection

Published
Apr 5, 2021

Ampm, founded by Ankur and Priyanka Modi, has collaborated with a group of artists spanning numerous disciplines to create a video series named ‘Art-i-culate’ to showcase their work and launch the brand's latest collection. 

Potter Karuna Reddy for Ampm - Ampm by Ankur and Priyanka Modi- Facebook


Art-i-culate is an anthology series of, “stories of art and inspiration”, the brand announced on Facebook. For its new collection launch, Ampm has taken the fashion film concept that rose in popularity during lockdown, and added an informative, collaborative twist as artists showcase their practice while wearing pieces from spring/summer 2021 collection ‘Aārthai’.
 
The first video of the series features potter Karuna Reddy, who spins a pottery wheel while wearing a rust-hued tunic. The thoughtful, introspective film reflects Aārthai’s nuanced aesthetics. Other artists who feature in the series include filmmaker Guneet Monga and actor Sayani Gupta, among others.

“Evocative through different mediums and forms, each creator in ‘Art-i-culate’ is someone whose work inspires me,” brand co-founder Priyanka Modi told Vogue India about the initiative. “While Karuna Reddy is a passionate potter who approaches her wheel in the most poetic way, another is a photographer who tells complex stories through the simplest of images. The series also features an artist for whom the process of creating a painting is a spiritual journey and a filmmaker whose purpose is to create empathy.”
 
Ampm specialises in womenswear and is based in New Delhi. The brand retails across India and internationally in countries including Italy, Russia, the U.S., and UK among others.
 

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