Alia threads the needle as Ed-a-Mamma’s AW25 drop grows its green roots

MUMBAI: If childhood had a wardrobe, Ed-a-Mamma wants to make sure it’s stitched with jo and just the right amount of eco-sparkle. Alia Bhatt’s sustainable kidswear label has rolled out its Autumn-Winter 2025 collection, a vibrant, planet-friendly line that turns forest trails, winter skies and classroom giggles into wearable stories for little ones.

What began as a clothing label has now grown into a full universe for babies, kids and mums-to-be spanning apparel, toys, bedding and books. But its AW25 drop circles right back to the brand’s central idea: that children should be free to run wild, dream big and stay kind to the planet while doing it.

The new season introduces playful capsules such as Veggie Wonder, Cuddly Cubs, and Winter Wonderland, designed for infants aged 0-4 and kids aged 4-14. Each capsule feels as if it wandered straight out of a storybook only this one happens to be wearing:

●  Gentle, natural fabrics

●  AZO-free, non-toxic dyes

●  GOTS-certified organic cotton for all infantwear

●  Plastic-free buttons and nickel-free trims for extra safety

●  GRS-certified recycled polyfill jackets that help divert PET bottles from landfills

●  ZDHC-compliant denims crafted with up to 80 per cent less water

●  Vegan, cruelty-free, 100 per cent recycled sewing threads

It’s sustainability not as an add-on, but as the stitching that holds the collection together.

“Childhood should be a time of fun, curiosity, and kindness toward each other and the planet,” Alia Bhatt said, adding that every new launch is “a step closer to a world where what they wear, play with, and use every day celebrates them and the Earth.”

While hinting that more launches are around the corner, Bhatt emphasised the brand’s goal of helping children connect with nature from day one.

Ed-a-Mamma’s eco-conscience doesn’t stop at the garments. Its broader mission is woven into small rituals families can adopt together. Every order arrives with a seedball under the brand’s #PlantABeej initiative, transforming unboxing moments into mini environmental acts.

Its packaging is biodegradable, compostable and reusable, with bean-shaped FSC-certified tags that double as bookmarks. Even the scraps find purpose upcycled into toys, potlis and little freebies, ensuring that waste stays out of bins and in playrooms.

The AW25 Collection is available now on www.edamamma.com and in the brand’s flagship stores across Mumbai, Pune, Noida and Bengaluru.

With a collection that combines childlike whimsy, serious sustainability and a sprinkling of winter magic, Ed-a-Mamma isn’t just dressing kids, it’s trying to grow a greener generation, one tiny outfit (and one seedball) at a time.