The Alia Bhatt-led brand Ed-a-Mamma has launched its autumn-winter collection with five stories: Stargazer, Sand Dunes, Rock Recess, Elvian Village and Naturism.
Ed-a-Mamma, which is a sustainable kids clothing brand with a vision to put the planet first and build a conscious generation, offers wide range of clothes made of fabrics that are all plant based and degradable, plastic free buttons and tags that can be re-used as bookmarks.
Notably, each garment comes with a little potli filled with a seed ball with a tree waiting to be planted, which is designed to bring children and parents outdoors.
The brand also launched its digital campaign called ‘Out is In’ which aims to encourage kids to explore nature, while being comfortable and confident in the latest collection.
“Kids and pure fun go hand in hand. Autumn-Winter is yet another season to be playful and enjoy the outdoors with new hobbies to discover, activities to indulge in and dreams to be chased. With our “Out is In” campaign, we aim to align the brand’s goal with the playful nature of kids and encourage them to be just that – kids! Our new collection matches their energy level in playful colours, fresh designs and sustainable fabric while ensuring they are comfortable and cosy,” said Alia Bhatt, Founder, Ed-a-Mamma.
The brand was launched in October 2020 with about 160 options and now has 1,200 options live on its website. The products are available on all the major e-commerce platforms such as Myntra, Flipkart, TataCliq, Nykaa Fashion, Amazon and First Cry.
The brand has also stepped into the retail market in major metropolitan cities as well as Tier-2 cities through Shoppers Stop & Lifestyle stores.
