The concept of personal stylists did not exist when Sridevi worked in the South cinema business. This, however, has altered dramatically. Almost all prominent South actresses now actively seek out personal stylists, attempting to establish a brand and image for themselves away from the screen.
When it comes to fashion, Bollywood has always been the pioneer, and other film industries have taken influence from it and adjusted fashions to suit their audiences. However, the advent of social media has dramatically revolutionized the way people communicate globally and where we get our information, with apps like Instagram, Pinterest, Snapchat, Facebook (Meta), TikTok, and Twitter.
“With the onslaught of tabloid journalism and the economies attached to social media, it’s imperative today for anyone in public life, especially actors, to have personal stylists,” says B-Town costume designer and stylist Rohit Chaturvedi, whose impressive portfolio includes Badhaai Ho, Ajeeb Daastaans, Dolly Kitty Aur Woh Chamakte Sitare, and Uri: The Surgical Strike. In today’s world, how one displays oneself is a critical aspect of image management. What you dress determines how you show yourself to the world, especially in today’s era of instantaneous human touch.” As per Firstpost.
The concept of personal stylists did not exist when Sridevi worked in the South cinema business. Every film had a costume designer, and the actors did their own personal styling with the help of the make-up artist. However, in recent years, this situation has significantly changed, and practically all top South actresses now intentionally seek out personal stylists in order to build a brand and image for themselves away from the screen.
It’s a well-known truth that South film businesses and stars are more conservative than their Bollywood counterparts, and an actress’s on-screen and off-screen image must reflect audience expectations. With actresses like Samantha Ruth Prabhu, Tamannaah Bhatia, Kajal Aggarwal, and others, this is steadily changing.
On and off-screen, Bollywood has always been avant-garde and edgy when it comes to design and style. In the South cinema industry, however, there is a noticeable gap between a female star’s clothing and style on-screen and off-screen. Nayanthara, for example, has seen a significant change in her sense of style and fashion during the last decade. The actress, who is frequently seen on screen in modest salwar and saris, has an unofficial Instagram account that features photographs of a fashion-forward woman who enjoys dresses and short skirts but is wary of overexposure.
On Keerthy Suresh’s Instagram, we see the actress dressed in classy yet traditional ensembles, whereas in films, she is generally seen in saris, half-saris, salwar, and the like. While these celebrities are willing to admit that social media is a significant part of their lives, they have also realized that they need a stylist to help them navigate this new territory. Meanwhile, stylists in the city believe it’s critical to grasp the stars’ concerns about how far to push the edge with their unique fashion statements, as well as how to balance their demands with what’s fashionable.
Chaitanya Rao, a fashion designer and celebrity stylist who has worked with Nayanthara, Keerthy Suresh, Amala Paul, and Trisha, believes that how female stars are seen off-screen is a key part of their professional trajectory. “I believe that leading ladies in the South have begun to recognize that their off-screen appearances and social media presence contribute significantly to their careers. Some of the top actresses in the South cinema business did not have a social media presence until recently, and a few still do. They didn’t think it was significant since they believed their films would speak for themselves.”
Samantha is perhaps the most stylish female actress in the South, with nearly 23 million Instagram followers, thanks to her purposeful effort to focus on her looks off-screen, whether it’s for a photoshoot, a red carpet event, or a vacation. Over the previous four years, the Family Man 2 and Majili actress has worked closely with acclaimed celebrity stylist Preetham Jukalker. “Personal style is a relatively recent notion in the world of fashion. Stars were in their element, and they followed what their followers loved or accepted. In the past, movie stars wore ‘safe’ clothing. People are now praising their fashion and blogging about stars and their trends on social media, both in India and worldwide,” says Jukalker.
Samantha, Nayanthara, Rakul Preet Singh, Pooja Hegde, Keerthy Suresh, and Shruti Haasan are among the stars who have worked with another costume designer and stylist, Neerja Kona. “I think everyone is trying to put their best foot forward, and taking advice to ensure that they create the most elegant impression,” she says. Given the impact of social media on us, we live in a very fast-changing and much faster-adapting environment… Given our exposure to so much, it’s understandable why personal styling has exploded in popularity in recent years.” As per an article by Firstpost.
