Poornima Ramaswamy’s voice reverberates with energy and enthusiasm. It’s been a busy year for the stylist/costume designer with films like Pa Paandi and the soon-to-release Magalir Mattum . She is now busy packing her bags for a month-long vacation with her family. “It’s been a crazy year. I really need a break,” says Poornima, who is at present working on Bala’s upcoming film, Naachiyaar .
Family business to films
Fashion, textiles and trends are nothing new to Poornima as she hails from the Naidu Hall family. But, working in cinema was never a part of the plan as she concentrated on her family business and designing outfits for friends, including director Bala’s wife Malar. It was through Malar that Bala met Poornima, and, in 2012, approached her to design costumes for Paradesi. “I knew nothing about the industry, but as I am a big fan of Bala sir, I accepted the offer. He gave me the novel, Red Tea, which helped me understand a lot of aspects. Paradesi laid the foundation for my career, and, needless to say, I was overwhelmed when I got the National Award for best costume for my debut,” says Poornima.
After Paradesi , she worked on a French film, Son Epouse , directed by Michel Spinosa. Her close friend Aishwaryaa Dhanush roped her in for Vai Raja Vai , and several projects followed. Poornima says she prefers styling the entire film and not just the lead stars. “I believe the film on the whole has to be aesthetically balanced.”
stylist poornima ramaswamy with jyothika
A new look
It was while working with Sudha Kongara that Dhanush requested Poornima to do the styling for his debut directorial, Pa Paandi . Was transforming the veshti-clad image of Rajkiran to one donning jacket and jeans a tough assignment? “It was indeed a challenge, but I had this amazing technical sync with Dhanush. Dhanush was confident that Rajkiran would pull it off effortlessly and he was right. When I suggested he could wear a veshti in the scenes set at home, Dhanush came up with the idea of making Rajkiran wear pajamas. He used to treat Rajkiran like a kid, and Rajkiran would just say sari thambi with a smile, and wear the costumes.”
Poornima is also in awe of Jyothika. Having worked with her in 36 Vayadhinile,Magalir Mattum , and Naachiyaar , Poornima says she has never worked with an artiste as professional and cooperative as Jyothika. “In 36 Vayadhinile , my job was to showcase her realistically. I had to bring out the genuine nature of the character she portrayed — striking, simple and bold. And, in Magalir Mattum , I had to maintain a raw look. She portrays the role of a short filmmaker, a journalist. I avoided any element of glamour or artificiality, and brought out the look of an office-going woman — aesthetically pleasing and dignified.” She points out that the USP of Jyothika is that she wears any costume with confidence, for she is an artiste who believes in the characters she plays, and not just rely on the costumes.
What is the motivating force that decides Poornima’s choice in films? “I don’t decide based on star value, but purely based on my interaction with the director. How the director narrates the script and the quality of the content helps me decide. Working with Sudha Kongara in Irudhi Suttru (also Saala Kadoos ) was a great learning experience as she was bang on with her research.” She also has great words to say about Vignesh Shivan, who he has worked with in Thaana Serndha Koottam . “Vignesh’s sense of humour is phenomenal. He is a happy person and packages his films in a light manner. I had to make Saravanan Anna (Suriya, she is his sister’s childhood friend) look entirely different from Singam 3 .”
Styling it right Jyothika in the film, (right) Poornima Ramaswamy
As a stylist, what are the challenges she faces in the industry? Does she have to deal with a lot of star tantrums? “Usually, it is miscommunication that poses a problem. It takes a while to understand the director’s requirement. Then there are the last-minute changes. Suddenly, the director will want a change in costume and I end up feeling helpless...I know I could be blamed for any delay. And finally, working within a budget. Tantrums haven’t been a problem...so far.”
Future targets
Poornima who has worked with prominent stars in the industry says that she would like to work as stylist for Vijay Sethupathi. “I have not met him, but I like him. I think he seems like a very real person and I like the simplicity in him. Someday I would like to be his stylist.” Poornima seems to be a great fan of Ajith and his style. “The way he dresses is so cool and he maintains that natural look as much as possible always.”
Is she looking forward to work with Superstar? “He is like a father figure to me and we are family friends. My friend stylist Anu Vardhan had done a fantastic job in Kabali . If I do get the opportunity, then I think I will style him in natural and organic fabrics as i feel that it will suit his aesthetic sense. He looks stunning in casual clothes he normally wears, linen kurta and pathan pants. So I guess will try to eliminate any artificiality and try to make him look like how he looks in reality.”
