While India’s luxury fashion landscape continues to evolve, every once in a while, a label arrives at a retail destination and feels like a natural fit. AM.IT pret launch by Amit Aggarwal feels exactly like that at Aza Ambawatta. Aza has always been celebrated for championing designers who balance craft with contemporary style. And with Amit Aggarwal's newest addition to its shelves, Aza brings in fashion that feels experimental, thoughtful, and deeply rooted in storytelling.
For those in the know about Amit Aggarwal’s world of sculptural couture and futuristic textiles, AM.IT offers a softer, more wearable interpretation of his design philosophy. It carries the same spirit of innovation but translates it into pieces that feel easier to integrate into everyday wardrobes.
Whether the designer is already your favorite or you just fell for the label and are still exploring its masterpieces, AM.IT introduces a fashion language that feels quietly distinctive.
What Is AM.IT and Why Does It Feel Different?
The name AM.IT is derived from the phrase “I am it”, symbolising a sense of individuality, confidence, and completeness. While the name feels refreshingly contemporary and bold, the idea behind the label runs much deeper.
Created by Amit Aggarwal, AM.IT was designed to challenge conventional ideas of beauty and reshape them through a more progressive lens. The label believes in focusing on creating pieces that feel personal, artistic, and timeless in spirit, instead of chasing fleeting trends.
What makes AM.IT stand apart is its ability to exist between two worlds. On one hand, it celebrates traditional Indian craftsmanship and hand processes. On the other, it experiments fearlessly with materials and silhouettes, giving familiar techniques a distinctly modern personality.
That balance is what makes the label feel special. It does not ask you to choose between heritage and innovation, it offers both.
A Thoughtful Addition to Aza Ambawatta’s Designer Line-Up
Aza Ambawatta, just like any other Aza store, is loved and frequented for its line-up of designers who bring something distinct to the luxury fashion space. From occasion wear favourites to contemporary Indian labels, the store has built a reputation for offering fashion that feels both aspirational and relevant. With the addition of AM.IT by Amit Aggarwal, that mix becomes even more interesting.
What makes this addition noteworthy is how naturally the label complements Aza’s existing design universe. While shoppers often visit Aza for bridal couture, festive dressing, or statement occasionwear, AM.IT introduces a slightly different mood, one that feels artistic, modern, and quietly experimental.
The label adds variety without feeling out of place.
For fashion lovers who enjoy clothing with strong design details but prefer something more versatile and contemporary, AM.IT creates a new space to explore within the store.
i Cloud: A Fresh Design Story at Aza Ambawatta
AM.IT’s Spring Summer 2017 collection, i Cloud, adds another layer of depth to what shoppers can now discover at Aza Ambawatta.
Inspired by the idea of preserving memories and moments from the past, the collection brings softness and emotion into fashion through sheer handwoven fabrics and layered textures. The pieces feel light, thoughtful, and quietly expressive.
For Aza, a space known for celebrating craftsmanship and design storytelling, i Cloud fits naturally into the shopping experience. It offers customers something beyond trend-driven dressing, fashion with a concept, a mood, and a point of view.
In many ways, the collection strengthens what Aza already does well: bringing together designers whose work feels meaningful, visually compelling, and rooted in creativity.
Aza Ambawatta Just Became Even More Interesting
The addition of AM.IT by Amit Aggarwal is less about introducing something completely unexpected and more about enriching what Aza Ambawatta already represents. It gives shoppers another design voice to discover. One that values craftsmanship, embraces innovation, and approaches fashion with imagination.
For those browsing Aza’s designer edit, AM.IT offers a refreshing contrast, contemporary without feeling intimidating, artistic without losing wearability, and modern while staying connected to Indian craft. And that is precisely what makes it a welcome addition to the Aza Ambawatta fashion floor.
Why AM.IT Feels Right at Home in Aza Ambawatta
Aza Ambawatta has long been known for bringing together designers who push fashion forward while staying connected to craftsmanship. The addition of AM.IT by Amit Aggarwal feels like an organic extension of that vision.
The label adds diversity to Aza’s existing mix, especially for shoppers seeking fashion that feels less conventional. While occasionwear and festive creations remain important in Indian luxury fashion, there is a growing appetite for clothing that feels directional, versatile, and concept-driven.
AM.IT answers that need beautifully.
Its pieces are ideal for fashion who lean towards design details, experimental textures, and garments that stand apart without being overwhelming. For someone walking into Aza Ambawatta, discovering AM.IT could feel like finding something unexpected, familiar enough to connect with, yet different enough to feel exciting.
