AMRITHA designs and styles for editorials, commercials and also for a few celebrities on a regular basis. After returning from New York on completion of her course from Fashion Institute of Technology (FIT), debuting as a costume designer for Mysskin’s Mugamoodi was a dream come true. “Mysskin is my mentor, a well-wisher and now a good friend whom I look up to and seek guidance in each and every step I take,” she says.
She runs a YouTube channel called Soigné Store for fashion that features current market trends and updates. Amritha feels it is important to have something of your own when you are a designer. Amritha is halfway through in fulfilling her dream of having a fashion show and launching her own label in New York. “New York is a city that bleeds fashion. You get to watch so many things just walking down the lane from Twentieth Street to Fiftieth Street. It is also a place which gave me the foundation. If everything goes as planned, I am hoping to launch my label in New York by December,” she adds. In the South, Amritha looks up to Nalini Sriram who brings out Indo-western fashion in an elegantly modern way.
AMRITHA HAS BEEN ASSOCIATED WITH BRANDS LIKE OTTO SHIRTS, POTHYS, RAMRAJ AND SARAVANA STORES. “DSP’S CONCERT TOUR WAS THE MOST MEMORABLE PROJECTS SO FAR WHERE I DESIGNED SPECIFIC COSTUMES FOR DANCERS FROM HOLLYWOOD AND FOR DSP HIMSELF.