Fashion designer Amit Aggarwal has reintroduced AM:IT, returning to his original design language and repositioning it as a contemporary Pret label that translates his couture vocabulary into everyday wear. The launch marks a new phase for the designer, extending his sculptural, material-driven aesthetic beyond occasion wear into daily wardrobes.
AM:IT interprets the essence of Aggarwal’s couture through wearable pieces designed around versatility, comfort, and functionality while retaining strong design integrity. While couture remains an experimental space for high-concept craftsmanship and form, AM:IT distils these ideas into clothing designed for regular use.
Material transformation remains central to the label. Textiles are deconstructed and re-engineered into modern silhouettes using couture-level construction, enabling them to function in new contexts. Upcycling is integrated as a design practice rather than a visual motif, ensuring valuable materials continue to evolve. The focus is on extending the lifecycle of materials rather than referencing the past.
Reflecting on the label’s return, Amit Aggarwal noted that AM:IT was part of his earliest design explorations, centred on reinterpreting exceptional materials, experimenting with silhouette and form, and creating pieces that highlighted individuality and confidence. He added that while couture evolved into its own universe supported by patrons, AM:IT allows the brand to engage with clients in everyday life, making design-led clothing part of daily expression rather than limited to special occasions.
While couture will continue as the brand’s creative laboratory, AM:IT enables a more continuous relationship with the wearer, moving beyond milestone dressing into everyday moments.
AM:IT debuted at India Art Fair, a platform recognised for shaping India’s cultural zeitgeist. The brand showcased an immersive installation at the BMW lounge, exploring textile as a carrier of memory shaped by knowledge, technique, and history. Created using preloved Banarasi textiles and inspired by Aggarwal’s signature Pod silhouette, the sculptural installation used draping, corded construction, and pleated surfaces. The layered textile structure reflected how memory forms and evolves, presenting textile as a living medium that carries tradition forward through contemporary expression.
The collections represent a distilled version of the couture language, focused on craftsmanship, shape, and structure. 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 reintroduced with a renewed lifecycle that balances heritage and modern design.
Store Overview
Located in Delhi’s emerging design district of Dhan Mill, the 750 sq. ft. AM:IT store extends the brand’s philosophy into a physical space through two art installations exploring the dialogue between past and future.
The first installation combines technical e-waste with traditional jacquard cards to form a sculptural motherboard. Built around the concept of “code,” it draws parallels between computer motherboards and jacquard cards used in Banarasi weaving. Layered with textiles developed in the couture studio, the work reflects Aggarwal’s approach to fabric as both system and structure, positioning craft and technology as parallel processes converging into a single form.
The second installation features a floor-to-ceiling composition centred on a disintegrating vintage Banarasi sari. Its intricate zari handwork pattern is placed in dialogue with the linear logic of electronic circuit lines. The installation highlights the shared discipline and systemic precision of traditional weaving and modern technology, reinforcing the brand’s ongoing exploration of craft and code while preserving and reinterpreting pre-loved textiles through a contemporary lens.
Together, the installations reinforce AM:IT’s core belief in continuity, where past and future coexist in balance.
