Fashion
designer
Amritha
Ram,
who
is
busy
working
on
Dhanush-starrer
upcoming
Tamil
gangster
drama
Vada
Chennai,
says
the
costumes
of
the
actors
in
the
film
will
play
a
pivotal
role
in
indicating
the
passage
of
time.
Being
directed
by
Vetrimaaran,
Vada
Chennai
will
reportedly
follow
underworld
politics
of
north
Chennai
from
1977
to
2007.
Story
Through
Fashion
"This
is
a
film
that
tells
a
story
through
fashion.
If
you
do
a
film
in
the
British
era,
you
have
references
in
archives.
Here,
there
are
no
archives.
We
used
newspaper
cuttings
and
magazines
from
different
eras
to
understand
the
fashion
culture," she
said.
Travelling
Back
In
Time
"This
film
takes
you
back
to
a
certain
period,
to
a
certain
strata
of
community
and
it's
going
to
be
very
interesting
working
on
it," she
added.
Fashion
Evolves
With
Time
"Fashion
in
Southern
film
industry
has
become
more
accessible
with
brands
like
Max
and
Reliance
bringing
you
the
same
things
that
are
offered
by
other
well-known
brands.
The
fact
that
we
have
moved
on
from
single
brand
to
multiple
brands
is
a
good
sign,"
she
said.
Brand
Matters
"One
of
Rajinikanth
sir's
suits
in
'Kabali'
was
from
Brooks
Brothers.
His
look
from
the
film
has
definitely
set
a
trend
and
it
has
also
popularized
the
brand," she
said,
adding
that
a
brand
is
more
than
just
its
widely
recognized
name.
Limited
Scope
To
Experiment
"Sometimes
my
directors
tell
me
that
the
look
in
the
film
shouldn't
cut
away
from
the
youth
of
Chennai.
You
can't
have
fashion
sense
that
audience
can't
relate
to.
Hence,
the
limited
scope
to
experiment
and
it
also
depends
on
a
character,"
she
said.
Going
Places
Amritha,
who
likes
to
call
herself
a
director's
designer,
is
the
personal
stylist
of
Indian
cricketer
R
Ashwin,
and
she
also
works
with
composer-singer
Devi
Sri
Prasad
and
actor
Dulquer
Salmaan.
Stylist
For
Many
Celebrities
It
was
with
Mysskin-directed
2012
Tamil
film
Mugamoodi,
Amritha's
career
in
fashion
took
off.
Since
then
she
has
worked
in
many
films
across
South
India
and
is
now
the
stylist
for
many
celebrities.
"The
story
traverses
through
different
periods
through
the
course
of
the
film.
When
Vetrimaaran
briefed
me,
he
said,
'Amritha,
if
I
watch
the
film
with
a
friend
from
college,
he
should
be
able
to
relate
to
what
we
wore
to
college
back
then',"
Amritha,
who
studied
fashion
and
design
at
Fashion
Institute
of
Technology
(FIT)
in
New
York,
told
IANS.
"He
didn't
want
fashion
in
the
film
to
be
inspired
from
films
during
that
era;
instead
he
wanted
it
to
be
based
on
what
people
wore
during
that
period.
In
this
film,
clothes
indicate
the
passage
of
time
as
far
as
the
story
is
concerned,"
she
added.
Amritha
started
working
on
the
project
six
months
before
it
was
launched.
The
film
went
on
the
floors
last
month.
Although
she
describes
Vada
Chennai
as
a
very
challenging
project,
Amritha
says
working
on
it
so
far
has
been
very
rewarding.