Arpita Mehta launches ready-to-wear line AM
Mumbai-based bridal and traditional wear designer Arpita Mehta has launched a new ready-to-wear line named ‘AM’ which is designed to translate her signature opulent aesthetic into versatile pieces for daily wear.
AM is a not only a diffusion line for Arpita Mehta, it takes her signature mirror work and traditional craft techniques and adds them to fusion style garments for a modern and wearable statement. The line is designed to be season-less, with layerable pieces for year-round use, and the bohemian-style ensembles are designed to work for everything from a beach wedding to a city break in Europe.
Notable items from the new line include a range of ‘Mehendi kaftans’ which come in bright reds and yellows and feature fringe and mirror detailing as well as metallic bralets with 3D details. Capes, loose trousers, and sets also feature in AM’s maiden collection which is titled ‘René’, the brand announced on Facebook.
The line launched with a campaign shot by The House of Pixels and styled with Mohit Rai featuring jewellery by Tyaani Jewellery. The new line retails on Arpita Mehta’s dedicated e-commerce store.
“To be able to wear a garment that’s luxe, light and every bit of an Arpita Mehta masterpiece as a bridal ensemble, is something that I want to offer my customers,” the designer told Vogue India about the launch. “I want to make the clothing relevant in a way that it can seamlessly be incorporated in daily wardrobes. I want to see AM by Arpita Mehta on holidays, brunches, pujas, dinner parties, mehendi ceremonies, house warmings and every kind of occasion, big or small.”
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