Brand Ampm by Ankur and Priyanka Modi has created a new video series called Art-i-culate in collaboration with a group of artists’ to showcase their work and launch the brand’s latest collection. The first video of the series features potter Karuna Reddy who spins a pottery wheel while wearing a rust-hued tunic. The film reflects Aārthai’s nuanced aesthetics. Other artists who feature in the series include filmmaker Guneet Monga and actor Sayani Gupta. The series also features a painter and a filmmaker
Ampm takes the fashion film concept and adds an informative twist as artists showcase their practice while wearing pieces from Ampm’s spring/ summer 2021 collection ‘Aārthai’. Specializing in women’s wear, New Delhi Ampm retails across India and internationally in countries including Italy, Russia, the US, and UK among others.