Launch Overview
On 8 September 2026, Ed-a-Mamma – the conscious children’s apparel brand founded by actor Alia Bhatt – announced its Autumn‑Winter 2026 collection titled “The World Is Ours”. The collection, inspired by nature, play and imagination, is designed for children aged 0‑14 and is divided into distinct age‑specific themes.
For the 0‑4 year segment, the range draws on the natural world with animal and outdoor‑inspired prints, and incorporates practical features such as cushioned knee patches on joggers to enhance comfort for crawling and toddling babies. For the 5‑14 year segment, the designs evolve to reflect growing personalities, taking cues from sport, adventure, and nostalgic influences, and are intended for celebratory moments.
The girls’ edit focuses on sport‑play aesthetics, offering easy silhouettes, bold number prints and playful detailing that allow mix‑and‑match styling for everyday and active days. The boys’ edit places denim at its core, reinterpreting classic heritage styles with flannel checks and repurposed denim, adding thoughtful details that lend character while remaining suitable for play.
Founder Alia Bhatt commented, “Children see the world with so much curiosity. There’s an imagination and sense of possibility in the way they look at even the simplest things and over the last six years that has always been a big source of inspiration for us at Ed‑a‑Mamma. We wanted this collection to feel fun and expressive, but also comfortable and practical…We’re also very conscious of the choices we make as a brand and of finding better ways to do things as we grow.”
“The World Is Ours” collection is available for purchase at www.edamamma.com and through Ed‑a‑Mamma retail outlets in Mumbai, Pune, Noida, Delhi NCR, Hyderabad, Bengaluru, Chennai, Raipur, Varanasi, Lucknow and Kochi. The press release notes that it is distributed under an arrangement with NRDPL, and PTI disclaims editorial responsibility.