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Will kids love Alia's clothes?

November 27, 2020 14:54 IST
By Rediff Get Ahead

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.

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

 

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

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.

What do you think of her collection?

Rediff Get Ahead / Rediff.com

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Alia Bhatt Ed-a-Mamma IMAGE VocalForLocal Candyland

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