Ed-a-Mamma Autumn‑Winter 2026 Collection Launch
On 8 September 2026, Ed-a-Mamma – a conscious children’s apparel brand founded by actor Alia Bhatt – announced the launch of its Autumn‑Winter 2026 collection titled “The World Is Ours”. The collection is positioned as a celebration of childhood curiosity and imagination, drawing inspiration from nature, play and adventure.
The range is segmented by age groups. For children aged 0‑4 years, the designs feature animal and outdoor‑inspired prints, with practical details such as cushioned knee patches on joggers to enhance comfort during crawling and early movement. For the 5‑14 age bracket, the collection evolves to reflect growing personalities, incorporating sport‑and‑adventure motifs, nostalgic influences and celebratory styles.
The girls’ edit focuses on easy silhouettes, bold number prints and playful detailing, offering everyday separates as well as pieces suited for more active days. The boys’ edit places denim at the forefront, reinterpreting classic heritage styles with flannel checks and repurposed denim, while adding thoughtful details that lend character to garments intended for play and everyday wear.
Alia Bhatt, Founder of Ed-a-Mamma, commented that children view the world with curiosity and imagination, which has been a core inspiration for the brand over its six‑year journey. She emphasized the desire to create fun, expressive, yet comfortable and practical clothing, and highlighted the brand’s commitment to conscious choices and sustainable practices.
“The World Is Ours” collection is available for purchase through the brand’s website (www.edamamma.com) and at Ed-a-Mamma retail locations in Mumbai, Pune, Noida, Delhi NCR, Hyderabad, Bengaluru, Chennai, Raipur, Varanasi, Lucknow and Kochi. An Instagram reel (https://www.instagram.com/reel/Dc73F8AsKFf/?stkn=Y25kZjk4YXk0d2xo) showcases the launch.
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