Interview with Aina Velasco
Founder of AM PM, Brand Consultant, Art Director, and Model
A while ago I found beautiful Aina and her brand AM PM on Instagram. I’ve been obsessed with minimalism since forever, and the pieces she curates really make my mouth water. I love how simple they are, yet versatile.
I could tell that Aina also has an incredible eye for detail and just makes anything look super, super chic! (Just look at that gorgeous feed) So, I decided to slide into her DMs and asked if I could interview her for my newsletter. Luckily, she agreed!
Hi Aina! Can you give a short introduction of who you are what you do?
I’m a brand consultant and art director in the fashion, luxury, and lifestyle industries, as well as the founder of the vintage fashion brand AM PM. I was born and raised in Barcelona, where I’m currently based, and where I also work as a model.
Could you share more about your background in fashion?
I studied Journalism with the initial plan to become a fashion journalist—à la Carrie Bradshaw. I love writing, it’s been my greatest passion since childhood, and fashion commentary seemed like a perfect fit. Over time, other areas within the fashion world started to pique my interest, and I started modeling, working in communications and dabbing my feet into styling and photography. Now, I blend all these passions and have found my place doing a bit of everything every day, which I find very fulfilling.
Tell us more about your brand, AM PM!
AM PM is a curated selection of unique vintage and second-hand pieces that can all be worn today. Most of them I’ve collected over the years through trips and local browsing, and they all carry their own stories—some of which I’ve been lucky enough to hear about. To me, they all evoke a sense of nostalgia and romanticism, and fit perfectly in the wardrobes of women who dress in basics but crave a special piece that completes an outfit, and that no one else will be wearing.
What inspired or motivated you to start AM PM?
I grew up trying on and 'borrowing' garments from my grandmother’s wardrobe—vintage clothes that, of course, weren’t vintage to her. I loved modeling her pieces and listening to her rambles about where she bought that bag or wore that dress and digging through pockets to find old concert tickets, notes with phone numbers, and even the occasional love letter.
Over the years, I’ve collected and cherished her pieces, and I still wear many of them today. She really taught me to appreciate the craftsmanship, personality, and timelessness that a well- curated wardrobe has.
When shopping for vintage, I often found that many stores focused heavily on Y2K trends and styles that felt very distant from my personal style. I started AM PM because I craved something more classic, sophisticated, and special—pieces that tell a story and feel both timeless and unique, so no one else would be wearing the same exact thing. I want other women to experience the joy and connection I felt with my grandmother's clothes, to discover pieces that speak to their individuality and make them feel special.
What are your thoughts on the importance of sustainability/sustainable practices within the fashion industry?
It’s the most pressing issue we’re facing today. I believe there’s a significant focus on the consumer side of things, on encouraging consumers to choose sustainable fabrics and shop for higher-quality pieces, but not enough emphasis on shopping less, repurposing pieces, or repairing them. There’s also not enough attention on brands, in terms of waste reduction and the environmental impact some of the biggest fashion companies have on the planet and people.
How do you go about curating pieces for AM PM?
Every piece is different, but all the items I curate have to speak to me, connect with what AM PM is, and relate to a certain moment in the past, tell a story or embody a mood. I’m always on the lookout for pieces that whisper rather than scream for attention, but have that special something at the same time: a lace detailing, an embroidered pattern, a layering of different fabrics...
Sometimes I have a very specific piece in mind I want to get, often driven by my current inspirations. Right now, for instance, I’m all about Gianfranco Ferré, and the next collection will be filled with pieces from the brand (pre and post Dior era). Other times, it’s more like the piece finds me, often when traveling or browsing someone’s wardrobe. It fascinates me how a piece I wear today once belonged to another woman and lived through her life, on her coffees with friends, on her dinner dates...
How would you describe your own style and how would you say it relates to the pieces you curate?
I would say my style is, and always has been, pretty minimal and understated. I’ve always gravitated towards neutrals and felt out of place in bold colors, so my go-to outfit is usually a pair of jeans, a white t-shirt, a good shoe, and a big bag. But my choices vary a lot based on my mood and how I want to present myself that day, probably like most people.
The woman I aim to curate for is who I aspire to be. She’s bold, sensitive, and follows her feelings and intuition, both in life and in how she dresses. I don't see the pieces as parts of a whole vintage outfit or as recreations of historical styles. For me it’s all about combining vintage and new, creating looks that are suitable for the everyday, but have that one special piece that is different, that no one else will be wearing and that I know has some prior history in some other woman’s wardrobe. To me, that’s fascinating.
What are your plans for the future? Where are you headed with AM PM?
I plan to continue curating and building a community of like-minded women. I would love to bring AM PM into the ‘real world’ and share these stories that connect us, our pieces, and other women in person. One develops a slight bond with each piece, after spending hours selecting, repairing, styling and photographing. I'm always curious about how their new owners style and wear them in their everyday lives.
Lastly, do you have any advice for people wanting to get into fashion or starting their own business within the fashion industry?
To have a lot of patience. This has been, and still is, one of my hardest struggles. You invest a lot of time and effort into your work, and expect things just to start working out smoothly from the beginning, but it rarely happens that way. My first real client (who wasn’t my mum or a friend!) bought a piece three months after I launched. Take things day by day and embrace the process. AM PM is my passion project, something I love to dedicate my time to. I think approaching one’s venture with this mindset becomes much more rewarding, even when the journey takes longer than expected.