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This article was first published 3 years ago  » Getahead » Will kids love Alia's clothes?

Will kids love Alia's clothes?

By Rediff Get Ahead
November 27, 2020 14:54 IST
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Alia Bhatt launches Ed-a-mamma

IMAGE: Alia Bhatt launched Ed-a-Mamma in October. The first season of the actor's clothing line has almost sold out. Photographs: Kind courtesy Ed-a-Mamma

Actor Alia Bhatt launched Ed-a-mamma, a conscious clothing line for children, in October.

To promote the prime minister's idea of VocalForLocal, the brand offers sustainable clothing for kids aged 2-14 years.

Talking about the inspiration behind the brand, Alia said: 'The universe is sending us a message: That if we mess with nature, there is a price we all have to pay. If there is a way when we can coexist with nature, include a way to care for nature in everything we do, it would go a long, long way.'

'Every detail does its bit for mother nature. Be it non-synthetic garments, buttons that don't use plastic, seed bombs that help you grow a garden. Why children's products? To catch them young and create a love for nature at an early age,' Alia the entrepreneur added.

Alia Bhatt launches Ed-a-mamma

The first season features three collections: Veggie Squad, Friends of the Ocean and Candyland.


Alia Bhatt launches Ed-a-mamma

The line features tops, tees and shirts, skirts, dresses, jumpsuits and bottoms for girls and boys aged under 14 years.

Alia Bhatt launches Ed-a-mamma

With cute little prints and earth friendly fabrics, Alia's label aims to make a fashion statement and at the same time send a positive message to society.

Alia Bhatt launches Ed-a-mamma

What do you think of her collection?

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