Amritha Ram is a well-known fashion designer in India who is popular for designing costumes in the film like
Vada Chennai which is Tamil gangster Drama starring Dhanush. In this film, the costume of the actors was the main thing that made a difference. Costumes played the vital role in this film which was by Amritha Ram. The film was directed by Vetrimaaran. The plot of the film was the underworld politics in the year 1977 to 2007 followed in North Chennai.
Amritha completed her degree of Fashion Designing from Fashion Institute of Technology which is situated in
New York. She told about her experience in “Vada Chennai” that the director of the film used to brief her about the costumes which were to be designed for the actors. Amritha was told that if anyone watches the film with his/her college friend, then he/she should relate themselves to what the actors of the film wore to college. Amritha told that the director of the film wanted to look his characters like the people of the old times. So, she designed the costumes according to his choice and preferences.
Amritha Ram has worked hard for this film as it was a big opportunity for her to mark her presence in the industry. She started working for this film six months prior to its launch. The film was based on fashion. It was a movie whose story was being told through fashion. To understand the fashion culture of different era’s, Amritha Ram used the cuttings of newspaper and magazines and designed a costume “bible”. She handed the costume to the director of the film- Vetrimaaran six months prior.
According to her, fashion has become more accessible in the southern film industry with the brands like Reliance and Max are bringing the same things like other well-known brands used to offer also at lower prices. Moving from a single brand to multiple brands is a good sign for Amritha Ram.
She has introduced her celebrity clients to a well-known American Brand named Brooks Brothers who designed one of the suits of Rajinikanth in Kabali. Amritha Ram feels that celebrities must open avenues for new brands. According to Amritha, fabric is the main thing from which a brand generates, fit and cut is more important than just the name of the brand.
Amritha Ram said that one can’t have that fashion sense to which audience can’t relate themselves. A directors’ designer is what Amritha likes to call herself. Amritha Ram works as a personal stylist of R. Ashwin who is an Indian Cricketer. She also works with
Devi Sri Prasad who is a singer and composer and
Dulquer Salmaan who is an actor.