Tucked away in the quiet lanes of Poes Garden, Amortela is a unique designer store which has just set its foot in the city. The wide range fabric curated at the store is woven and stitched into gorgeous, flowy and opulent Indo-western wear aimed at making women more comfortable with their body and shun the worries about their physique.
Tija Indrajith, a city-based self-taught designer, is the brain behind Amortela, which in Spanish/Latin translates to ‘Love for Fabric’.
Among the other multi-designer stores in the city, this one stands out for its one of a kind designer wear created by both emerging and independent artisans from across the country such as Miuniku, Akaaro, Aharin, Runaway Bicycle, Pushpak Vimaan, Doodlage, 5Cross, Rara Avis, Lotus Sutr, Mint Blush, Mati, Zuilee and more.
“Budding designers feel shadowed while displaying their collections in pop-ups along with established designers. So, we have created a separate space for them to showcase their designs,” says Tija.
“We at Amortela have a unique clothing line that is not available anywhere across Chennai and that is our USP. Our concept is based on the idea of curating collections from the designers outside city and be this one-stop shop for rare designs from across India,” adds the Tija, who hails from a family of textile dealers in Erode. The store boasts of an array of mono-filament silk saris, essential cuts in fun colour palettes, organic cotton dresses with natural dyes, slow clothing and anti-fit silhouettes.
When we ask Tija what prompted her to focus on the women-centric aspect, she says, “I have a very strong team that backs me at Amortela, which made me think on the lines of funky and comfortable collections for working women.
Any woman who is looking to invest in fashion as a way of life, to dress up for every occasion - big or little, can find in us a distinctive doorway to crafted-in-style creations. Our women will treat every road, literal or metaphorical, as a ramp on which she strides with originality and individuality without having to worry about her physical appearance.” The store which is just a week old, is planning to venture into something apart from clothing line. Having an advantage of breath-taking location at the heart of the city, Tija and her team are in talks with event planners to host localised coffee brewing sessions, photography shows and artisanal cheese workshops for buyers to interact with the designers. With further plans of opening outlets in Hyderabad and Coimbatore, their e-commerce website will be functional from March.