India, 10^th September 2026: Ed-a-Mamma, a conscious brand for kids founded by actor Alia Bhatt has introduced ‘The World Is Ours’, it’s Autumn-Winter 2026 collection inspired by the ways children see and experience the world. Across ages 0-14, the collection brings together playful storytelling, conscious design and thoughtful details, with each category reflecting a different stage of childhood.

For 0–4 years, the collection draws inspiration from the natural world, with animal and outdoor inspired prints. Practical details are built into everyday pieces including cushioned knee patches on joggers that offer added comfort for babies as they crawl, toddle and discover.

For 5–14 years, the collection evolves with growing personalities and interests, drawing inspiration from sport and adventure, with nostalgic influences and styles made for moments of celebration.

The girls’ edit takes inspiration from sport and play, with easy silhouettes, bold number prints and playful detailing. From everyday separates to pieces made for more active days, the collection brings together comfort and personality, giving girls plenty of ways to mix, match and make each look their own.

For boys, denim takes centre stage, with a playful take on classic heritage styles. Flannel checks and repurposed denims bring newness to everyday favourites, while thoughtful details add a little character to pieces made to be worn, played in and lived in. ‘The World Is Ours’ is a celebration of childhood as it happens every day – discovering something new, finding what you love and making it your own. From the early years through to growing personalities, the collection brings together a mix of prints, colours, textures and details that reflect the different ways children express themselves.

Commenting on the launch, Alia Bhatt, Founder of Ed-a-Mamma, said, “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 6 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. Because that’s what children need from their clothes. At Ed-a-Mamma, we’re also very conscious of the choices we make as a brand and of finding better ways to do things as we grow. For me, that’s always been an important part of building this brand – creating something that children love, while being thoughtful about the world we’re creating it in. There’s something really exciting about imagining what that world can look like for them”.

Ed-a-Mamma Autumn Winter 2026, The World Is Ours, is available at www.edamamma.com and across Ed-a-Mamma stores in Mumbai, Pune, Noida, Delhi NCR, Hyderabad, Bengaluru, Chennai, Raipur, Varanasi, Lucknow and Kochi.

Link to the Autumn-Winter 2026 – ‘The World Is Ours’ DVC: https://www.instagram.com/reel/Dc73F8AsKFf/?stkn=Y25kZjk4YXk0d2xo

India, 08^th September 2026: Ed-a-Mamma, a conscious brand for kids founded by actor Alia Bhatt has introduced ‘The World Is Ours’, it’s Autumn-Winter 2026 collection inspired by the ways children see and experience the world. Across ages 0-14, the collection brings together playful storytelling, conscious design and thoughtful details, with each category reflecting a different stage of childhood.

For 0–4 years, the collection draws inspiration from the natural world, with animal and outdoor inspired prints. Practical details are built into everyday pieces including cushioned knee patches on joggers that offer added comfort for babies as they crawl, toddle and discover.

For 5–14 years, the collection evolves with growing personalities and interests, drawing inspiration from sport and adventure, with nostalgic influences and styles made for moments of celebration.

The girls’ edit takes inspiration from sport and play, with easy silhouettes, bold number prints and playful detailing. From everyday separates to pieces made for more active days, the collection brings together comfort and personality, giving girls plenty of ways to mix, match and make each look their own.

For boys, denim takes centre stage, with a playful take on classic heritage styles. Flannel checks and repurposed denims bring newness to everyday favourites, while thoughtful details add a little character to pieces made to be worn, played in and lived in. ‘The World Is Ours’ is a celebration of childhood as it happens every day – discovering something new, finding what you love and making it your own. From the early years through to growing personalities, the collection brings together a mix of prints, colours, textures and details that reflect the different ways children express themselves.

Commenting on the launch, Alia Bhatt, Founder of Ed-a-Mamma, said, “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 6 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. Because that’s what children need from their clothes. At Ed-a-Mamma, we’re also very conscious of the choices we make as a brand and of finding better ways to do things as we grow. For me, that’s always been an important part of building this brand – creating something that children love, while being thoughtful about the world we’re creating it in. There’s something really exciting about imagining what that world can look like for them”.

Ed-a-Mamma Autumn Winter 2026, The World Is Ours, is available at www.edamamma.com and across Ed-a-Mamma stores in Mumbai, Pune, Noida, Delhi NCR, Hyderabad, Bengaluru, Chennai, Raipur, Varanasi, Lucknow and Kochi.

Link to the Autumn-Winter 2026 – ‘The World Is Ours’ DVC: https://www.instagram.com/reel/Dc73F8AsKFf/?stkn=Y25kZjk4YXk0d2xo

India, 12^th November 2025 – Ed-a-Mamma, the sustainable brand for children founded by Alia Bhatt, has launched its Autumn-Winter 2025 collection – a vibrant new range that celebrates the spirit of childhood while staying true to the brand’s deeply rooted commitment to sustainability.

Having expanded into a complete world for little ones and moms-to-be – with thoughtful apparel, toys, bedding and books – Ed-a-Mamma’s latest drop celebrates its roots in planet-first fashion. Each garment is carefully made for comfort, enabling children to explore, play, and embrace everyday adventures, all while staying kind to the planet.

Inspired by forest trails, winter skies, and classroom giggles, the collection introduces playful capsules such as Veggie Wonder, Cuddly Cubs, and Winter Wonderland, designed for infants (0-4 years) and kids (4-14 years).

The range combines thoughtful design with sustainable innovations such as:

• Gentle, natural fabrics
• AZO-free, non-toxic dyes
• GOTS-certified organic cotton for infants
• Plastic-free buttons and nickel-free trims for extra safety
• GRS-certified recycled polyfill jackets, helping divert PET bottles from landfills
• ZDHC-compliant denims, using up to 80% less water
• Vegan, cruelty-free, and 100% recycled sewing threads

“Childhood should be a time of fun, curiosity, and kindness – toward each other and the planet. That’s why I started Ed-a-Mamma, to make it easy for kids to connect with nature and make choices that feel right. Each new launch is a step closer to a world where what they wear, play with, and use every day celebrates them and the Earth. And now, with a new launch just around the corner, we’re excited to take the next step in nurturing little ones from day one,” said Alia Bhatt, founder of Ed-a-Mamma.

Staying true to its mission of raising a generation of ‘Mini Planeteers’, Ed-a-Mamma extends its sustainability commitments beyond garments. Every order comes with a seedball as part of the brand’s #PlantABeej initiative, encouraging families to spend time outdoors and grow something beautiful together. Ed-a-Mamma’s packaging is biodegradable, compostable, and reusable, with bean-shaped FSC-certified tags that double up as bookmarks, while fabric scraps are upcycled into toys, potlis, and playful freebies – ensuring waste is minimized.

The AW’25 Collection is now available at www.edamamma.com and in flagship stores across Mumbai, Pune, Noida, and Bengaluru.