Ed-a-Mamma Launches Autumn-Winter 2026 Collection ‘The World Is Ours’ Inspired by Nature, Play, and Imagination

Conscious kids’ brand Ed-a-Mamma, founded by actor Alia Bhatt, has launched its Autumn-Winter 2026 collection titled ‘The World Is Ours’, inspired by how children perceive and experience the world around them. Spanning ages 0–14, the collection incorporates conscious design, playful storytelling, and thoughtful details, with different categories tailored to various stages of childhood. For infants and toddlers aged 0–4 years, the designs draw from the natural world featuring animal and outdoor-inspired prints, alongside practical additions like cushioned knee patches on joggers to support babies while crawling and toddling. For the 5–14 age group, the lineup transitions to match growing personalities and interests with sport-inspired silhouettes, adventure themes, nostalgic influences, and celebratory styles.

Distinct Edits for Girls and Boys:
The girls’ edit focuses on sport and play through easy silhouettes, bold number prints, and playful details that allow children to mix, match, and personalize their daily separates and activewear. For boys, denim takes center stage with a playful twist on classic heritage looks, complemented by flannel checks, repurposed denims, and functional details built for durability and everyday wear. Discussing the launch, founder Alia Bhatt noted that children’s natural curiosity and boundless imagination have inspired the brand over the past six years, emphasizing a commitment to creating fun, practical, and expressive clothing while maintaining conscious choices for a better world. The collection is currently available on www.edamamma.com and across physical storefronts in cities including Mumbai, Pune, Noida, Delhi NCR, Hyderabad, Bengaluru, Chennai, Raipur, Varanasi, Lucknow, and Kochi.