Not a long time ago, actress Alia Bhatt turned entrepreneur and launched her own conscious clothing apparel brand for children, Ed-a-Mamma. Her home-grown brand vouches for sustainability and aims to inculcate good values, learnings, and love for nature in the minds of children right from an early age.
In a chat with a leading magazine, the actress opened up on her brand furthermore giving us some really good insights. Having a really wild imagination as a kid, thirteen films and eight years later she is revisiting that era again. “With Ed-a-Mamma, I’m basically just telling a story.”
While starting her fashion own label, Alia realized there’s a lot offered to grownups but not the same could be said for the kidswear. “There are already so many great options for our age and above. But I couldn't find a world-class homegrown children’s label. “I felt there was a gap in the market which I wanted to fill,” she said.
Speaking about the ethos of her brand, Alia said nature, its animals and surroundings were a big part of her life growing up “Shaheen (Bhatt) would rescue a stray kitten and bring one home almost every 10 days! That’s probably how my love for animals began—it was the meaning of life for me.” In fact, she also revealed that the name of her homegrown brand, Ed-a-Mamma is inspired by her pet cat and muse Edward. “Before sharing any teasers, I posted a picture with Ed—my muse,” she continued. Sweet!
Breaking the stereotypes, the actress-entrepreneur also revealed that she doesn’t plan to confine children in gender-based colours. “We also have gender-neutral clothing—there’s no pink for girls or blue for boys. The slogan T-shirts are one of my favourites, they are for everyone.” Giving it back to the environment, Bhatt’s brand vouches for sustainability as well. “Sustainable fashion should no longer be a far-fetched thought, she said. The brand’s clothes are environment friendly, made from natural fibers with plastic-free buttons and trims, echoing her vision of nurturing a love for nature among children. It also goes one step further and upcycles the leftover fabric “We don’t let fabric scraps go to waste—they are upcycled into hair ties and potlis. My favourite part is that every garment comes with a seed ball, which makes for a great activity for the child and their parent to do together”, said Alia.
When asked about the bigger picture of her latest venture, Alia revealed Ed-a-Mamma is more than just a brand that she has been conceptualizing for over two years. “I am creating a world that children should want to experience, I’m very clear on that. I want them to say ‘I want to go to Ed-a-Mamma land’. It's a ‘playwear’ brand where kids would want to sleep, play, nap, and do everything else,” she concluded.
(Source- Vogue India)