Amit Aggarwal Brings His Sculptural Vision into Everyday Life with AM:IT
A Return to the Designer’s Original Design Language
At this year’s India Art Fair, Amit Aggarwal didn’t just launch a new label — he quietly reframed the way his design language lives beyond couture. With the return of AM:IT, and the opening of its first standalone store at Dhan Mill, New Delhi, the designer brings his signature material-led aesthetic into a more intimate, everyday relationship with the wearer.
For those familiar with Aggarwal’s work, the move feels less like a reinvention and more like a return to where it all began. AM:IT was his original design platform — a space where experimentation, silhouette, and material transformation first took shape. Now reintroduced as a contemporary Pret line, the label carries the spirit of couture, but reshaped for real life: pieces meant to be worn, styled, and lived in — not saved only for special occasions.
From Couture Concept to Wearable Pret
What sets AM:IT apart is not just its wearability, but its approach to material. Aggarwal has long treated textile as something to be engineered rather than simply used. In this collection, fabrics are deconstructed and rebuilt using couture-level techniques, allowing familiar materials to take on entirely new forms. Upcycled Banarasi textiles, signature polymers, metallic overlays, and foundational muslins are reworked into modern silhouettes that feel architectural yet effortless.
The result is a Pret wardrobe that carries couture thinking — structured, sculptural, and precise — while remaining comfortable and adaptable to everyday life.
Sustainability as Design Practice, Not a Statement
Sustainability here is not positioned as a headline — it’s a quiet, embedded practice. Exceptional materials are given extended life, not as a visual statement, but as a natural continuation of their value. The collections prioritize evolution over replacement, allowing heritage textiles to remain active, relevant, and part of the present.
This approach reframes sustainability as continuity: honoring what already exists, while allowing it to transform into something new.
Why Amit Aggarwal Brought Back AM:IT
Reflecting on the return of the label, Aggarwal shared that AM:IT was where his voice first began to take shape. “When I started AM:IT, I was still discovering what I wanted to say as a designer,” he noted. “Even then, it was about looking at exceptional materials differently, playing with form and silhouette, and creating pieces that brought out individuality and confidence in the wearer.”
As his couture universe expanded, it became a world of fantasy, craftsmanship, and highly conceptual design. “Couture became a dream space,” he said. “But I felt it was time to meet my clients in their everyday world — where design isn’t reserved for a moment, but becomes part of daily life. That’s why bringing back AM:IT felt important.”
India Art Fair Launch and Immersive Installation
The choice to unveil AM:IT at India Art Fair was equally intentional. Positioned at the intersection of fashion, art, and cultural dialogue, the brand introduced its world through an immersive installation at the BMW lounge. Crafted from preloved Banarasi textiles and inspired by Aggarwal’s signature Pod silhouette, the sculptural form explored fabric as a carrier of memory — shaped by technique, history, and personal narratives.
As layers of textile folded and built upon each other, the installation reflected how memory itself is formed — fluid, evolving, and cumulative. It presented textile not as something fixed in the past, but as a living material, capable of carrying tradition forward through contemporary design.
A Pret Wardrobe Designed for Modern Life
The collections mirror that same philosophy. Daywear, statement separates, layered essentials, and modular styling elements are designed to adapt to the wearer — shifting with mood, moment, and movement. Each piece carries the precision of couture, softened by the ease of Pret, creating a wardrobe that feels intentional yet instinctive.
With the opening of the AM:IT store at Dhan Mill, New Delhi, the label now has a physical space where this everyday-sculptural language can be experienced more intimately — reinforcing the idea that design, at its best, is not reserved for occasions, but woven into daily life.
Redefining Everyday Luxury Through AM:IT
With AM:IT, Amit Aggarwal isn’t simplifying his vision — he’s expanding where it lives. It’s a return to origins, reimagined for how women dress today: with fluidity, confidence, and a desire for clothing that carries both story and structure.
