Alia Bhatt led Ed-a-Mamma, an affordable conscious clothing brand for children, is celebrating the season of layering with its all new autumn-winter collection and has added categories like socks, stockings and inners, to enable cute and stylish looks this season. A vast range of all-cotton options with sweaters, jackets and hoodies, form the bulk of the Autumn Winter 2021 line. Staying true to the ethos of the brand, Ed-a-Mamma has also introduced *Green Denims* which minimize water wastage by using the environmentally friendly Zero Liquid Discharge process.
Speaking about the collection Alia Bhatt stated, “I’m really excited to introduce the latest collection from Ed-a-Mamma, which is a super cute mix of looks that celebrates the best of this season – from cosy sweaters and smart jackets to practical shirts and dresses, children (and their parents) will enjoy layering in our new, comfy styles. We have also launched a limited festive capsule collection, featuring folk inspired prints which are easy to wear and perfect for every celebration.”
This season, the brand will be upcycling leftover fabric to create a set of finger puppets that will be given away as freebies with every purchase, for children to collect and enjoy. Compostable packaging made with corn starch has been introduced to encourage further waste reduction. Ed-a-Mamma caters to children in the age group of 2-14 years and is currently available on all major digital marketplaces such as Amazon, Flipkart, FirstCry, Tata Cliq and Myntra, where it’s among the top 3 kids wear brands on the platform. The brand’s prima facie agenda is to not only encourage sustainable fashion but to make it affordable as well. In its 10-month long journey, Ed-a-Mamma has recorded 10X growth and 70 percent sell through.
