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
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
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
"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
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
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
"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
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