Ed-a-Mamma, the children’s wear brand from Bollywood star Alia Bhatt has expanded its offering with a new collection launch for their Spring / Summer collection 2023, which is designed to promote sustainability and celebrate individuality.
“We are really excited to launch our SS ’23 collection which is all about celebration,” said brand founder Alia Bhatt in a press release.
“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,” she further added.
Designed for children from four to 11 years of age, the new offering features clothing made in sustainable textiles and colourful prints. 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 (CEO) 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,” said the brand’s CEO.
