Alia Bhatt’s Sustainable Maternity Wear Line Is Out Now
The Bollywood star’s clothing brand, Ed-A-Mamma, is bringing conscious maternity fashion for all
Alia Bhatt is swooping in to save the day for all mummy’s-to-be with her brand new maternity wear line, which officially dropped two days ago. The collection, launched under her environment-friendly kid’s clothing label, Ed-A-Mamma looks to be breezy delight, with airy sundresses, cosy sweatshirts and lounge sets that are all comfort and no fuss.
The soon-to-be-mother herself is anticipating the imminent arrival of her first child with husband and fellow Bollywood actor, Ranbir Kapoor. Her experience of being pregnant and struggling to find clothing that not only looked good but made her feel good during this special time in her life is what inspired her to design her own maternity wear range.
Emphasising on the importance of preserving her personal style rather than discarding it just for the sake of sizing up as her body changed, she explained in an Instagram post she shared to announce the line that she simply took her existing wardrobe and gave it new life.
While Ed-A-Mamma started off as a kid’s wear brand, which Alia debuted in 2020, it is now branching out but remains true to the essence of it’s conscious clothing ethos. The products are all sustainable and environment-friendly. Biodegradable, plastic-free, nickel-free and made with safe dyes, they are safe for kids and now, for expectant mothers.
Lead Image Courtesy/ @aliaabhatt on Instagram