Ed-a-Mamma is a conscious kids' clothing brand started by Alia Bhatt. Her new range of Ed-a-Mamma Maternity Wear is all about clothing tailored for moms-to-be. The label has already established itself as a key player in the space of sustainable fashion. The brand, focussed on the idea of ‘Designed for comfort. Designed for two’, launched the campaign which is led by mommy-to-be, Alia, who encourages fellow moms to be themselves and embrace their own personal style, throughout this journey.
On the launch of the collection, Alia Bhatt said, “I struggled to find quality maternity wear, and so I started devising my own solutions, making my personal style more bump-friendly and prioritising comfort. I realised a gap in my personal wardrobe represented a gap in the marketplace. And so, Ed-a-Mamma Maternity Wear was born! This capsule collection is designed to hold you, hug you, comfort you and do pretty much everything for you that you do for your baby. We’ve stayed true to the ethos of Ed-a-Mamma, with every garment being sustainable. And I can’t wait to share it with others.”
Ed-a-Mamma Maternity Wear has been developed using natural, breathable fabrics such as cotton, linen, and viscose, which are gentle on the skin. The denims are designed to be soft and stretchy, to support growing bellies and beyond. Dresses with a flowy silhouette and co-ord sets, which can be dressed up or down, are perfect for your everyday routine - whether it’s working in or out, travelling or just lounging at home. The shirts and tees are lightweight, versatile and offer all day comfort. The dyes used are AZO free and the buttons are made from biodegradable materials like wood and coconut shells.
The Ed-a-Mamma Maternity Wear collection is exclusively available on the Ed-a-Mamma website. The collection will also be available on Myntra & Tata Cliq, shortly. Ed-a-Mamma is a brand that cares - about children and the earth. It offers a series of products all designed to help us put our planet first and build a conscious generation, one product at a time. The range of clothing offered includes fabrics that are made of the highest quality natural fibres with buttons and trims that are plastic and nickel free and tags that can be reused as bookmarks. The fabric scraps are repurposed to create trims and fun accessories. Each garment comes with a little ‘potli’ filled with a seed ball, a tree waiting to be planted in an activity designed to bring children and parents outdoors. Because no matter whom we are, no matter what we do, we all have one planet in common. And we’re all children of mother earth.
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