It was the year 1998. Designer Amita Sharma was taking her design lessons in J D Institute of Fashion Design and trying to discover her potential. She was experimenting with ethnic wear, western line, evening wear and much more. Then she did her debut collection ‘Options’ which gave her a real insight into customer expectations and market realities.
A year later, the Bangalore based designer designed her first label ‘PEARS’ in a partnership endeavour. A mix of ethnic and western options for working women, the label was all about fun, colours and most importantly comfort. Next, she went on to work with international sports wear brands and prepare herself for her very own fashion label ‘Am Couture’.
- She recently displayed at Bangalore Fashion Week, a collection inspired by “Colours of Buddhism”.
- Amita has worked for Fashion Calender 2010, a film production community.
- The designer has also showcased at International Wine fest, Bangalore.
- Plus, she is the official costume & accessories partner for Schwarzkopf Professional.
Ask her about the label and she tells, "Am Couture is centered on couture designs that are comfortable and mirrors contemporary trends and styles dovetailed into a seamless fusion of cultures.” But where does she find her inspiration? “Lots of designers from different trends, cultures and countries have influenced me over the years. But to be honest it’s been unsung heroes and friends which inspire me again and again.” says Amita. Apart from this, travel and personal life experiences help her design novel collections.
Amita has some interesting thoughts on the future of fashion. She believes fashion is about today, not future. Adding to this, she says, “I see globe coming together as one where fashion represents personality and not nationality. Am Couture will try to keep fashion as fun, vibrant, exciting, and full of innovation.. still being comfortable.” But why does she find the current fashion scene as most important. Amita answers, “The great about being a designer today is that you can do so much today with amazing variety of innovation around you. Actually we need to understand the present in order to construct for the future.”
At the end, we ask for some fashion gyan and she advises, “One needs a great hair style, high-heels and dresses apt for the occasion. Jewellery also helps to add some sparkle. However, most important is self-confidence and comfort of carrying yourself in what you wear. So, it’s more essential to balance your outlook with inner peace and comfort.”
You can get Amita at:
