Ed-a-Mamma builds on children’s wear offering with new collection launch

By

Isabelle Crossley

Published
Mar 8, 2023

Bollywood star Alia Bhatt’s children’s wear brand Ed-a-Mamma has expanded its children’s wear offering with its new collection launch for spring/ summer 2023, designed to celebrate individuality and promote sustainability. 

“We are really excited to launch our SS '23 collection which is all about celebration,” said brand founder Alia Bhatt in a press release on March 8. “Through our campaign and our collection, we’re celebrating the spirit of the spring-summer season with a splash of colour, joy and positivity. In line with the brand’s ethos of ‘Children of Mother Earth,’ the latest collection is designed to help nurture in children a love of nature and build a conscious generation.”
 
The collection is designed for children aged four to 11 years old and its new offering features colourful, printed clothing made in sustainable textiles. Materials used in the new collection include natural fibre based biodegradable fabrics, safe Azo-free dyes, nickel free trims, and plastic free buttons, according to the brand. 

“With each new collection, we strive to strengthen our foothold in the eco-conscious fashion segment while staying true to each of our core values,” said Ed-a-Mamma’s chief operating officer Iffat H. Jivan. “Through the launch of Ed-a-Mamma’s SS ‘23 collection, we continue to reduce the gap in the market for good quality, sustainable yet affordable kidswear options that are entirely made in India. By mindfully featuring pro-planet and outdoorsy designs, we’re certain that this collection will appeal to the kids and their parents alike.”