Ed-a-Mamma, the conscious kids’ brand founded by actor Alia Bhatt, has introduced its Autumn-Winter 2026 collection, ‘The World Is Ours’, inspired by the way children see and experience the world. Designed for children aged 0–14 years, the collection brings together playful storytelling, conscious design and thoughtful details, with each category reflecting a different stage of childhood.
For 0–4 years, the collection draws inspiration from nature, animals and the outdoors, featuring practical details such as cushioned knee patches on joggers for added comfort as babies crawl, toddle and explore. For 5–14 years, the collection reflects growing personalities and interests through sport, adventure, nostalgic influences and celebration-ready styles. The girls’ edit features easy silhouettes, bold number prints and playful detailing, while the boys’ collection places denim at the centre, complemented by flannel checks and repurposed denim styles.
Commenting on the launch, Alia Bhatt, Founder of Ed-a-Mamma, said the collection is designed to be fun and expressive while remaining comfortable and practical for children. She also highlighted the brand’s conscious approach to creating products while being thoughtful about the world being created for children. Ed-a-Mamma Autumn-Winter 2026 – ‘The World Is Ours’ is available at www.edamamma.com and Ed-a-Mamma stores across Mumbai, Pune, Noida, Delhi NCR, Hyderabad, Bengaluru, Chennai, Raipur, Varanasi, Lucknow and Kochi.