Amit Aggarwal returned to AM:IT, his original design language reimagined as a contemporary Pret label that brings his couture vocabulary into everyday life. The launch marked a significant new chapter for the designer, extending his sculptural, material-driven approach beyond occasion wear and into the daily wardrobe.
AM:IT translates the essence of Amit Aggarwal’s couture into wearable pieces that prioritise versatility, comfort, and function while maintaining rigorous design integrity. Where couture operates as an experimental space for high-concept craftsmanship and form, AM:IT distils those ideas into clothing meant to be lived in.
At the core of AM:IT is the transformation of material. Textiles are deconstructed and re-engineered into modern silhouettes using couture-level construction techniques, allowing them to function in entirely new contexts. Upcycling is embedded as a design practice rather than a visual statement, ensuring that exceptional materials continue to evolve instead of remaining unused. The intention is not to reference the past, but to extend the life of what already holds value.
Reflecting on the return of the label, Amit Aggarwal said, “Those who have followed my journey from the beginning will know that I started with AM:IT when I was still discovering my voice. Even then, the idea was to look at exceptional materials differently and give them a new life. It was about playing with silhouette and form, and creating pieces that spoke directly to the wearer and brought out their individuality and inner confidence.”
He added, “Over time, couture became my primary focus and grew into its own universe. I was building a dream world, and I have been fortunate that our patrons met me there. But I felt it was time for me to meet them in their world. A world where the dream is not reserved only for special occasions, but becomes part of everyday life. This is why I brought back AM:IT.”
While couture will always remain the brand’s creative laboratory, AM:IT enables a more continuous relationship with the wearer. It moves beyond milestone dressing to become part of daily expression, allowing the brand to stay present in the in-between moments.
AM:IT was unveiled at India Art Fair, a platform long recognised for shaping and reflecting India’s cultural zeitgeist. The brand’s presence at the fair underscored its position at the intersection of art, culture, and fashion, and introduced its world through an immersive installation at the BMW lounge. The installation explored textile as a carrier of memory; shaped by knowledge, technique, and history. Created using preloved Banarasi textile and inspired by Aggarwal’s signature Pod silhouette, the sculptural form was realised through draping, corded constructions, and pleated surfaces.
As the textile folded and built upon itself, it reflected how memory is formed; layered, continuous, and evolving. The work presented textile not as something rooted in the past, but as a living medium that carries tradition forward through contemporary expression, inviting visitors into AM:IT’s evolving creative language.
The collections are a distilled expression of the couture language, focused on craftsmanship meeting shape and form. The offering includes daywear, statement separates, layered essentials, and detachable styling elements. Materials include upcycled Banarasi saris, metallic overlays, signature polymers, and base design muslins, each given a renewed lifecycle that honours both heritage and contemporary design.
