Ed-a-Mamma, the conscious kidswear brand founded by actor Alia Bhatt, has launched its Autumn-Winter 2026 collection, ‘The World Is Ours,’ drawing inspiration from how children see and experience the world. Spanning ages 0-14, the range blends playful storytelling with conscious design, with each category built around a different stage of childhood.
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For the 0-4 years segment, the collection leans on nature-inspired prints featuring animals and the outdoors, paired with practical touches such as cushioned knee patches on joggers designed for babies who are crawling and toddling.
The 5-14 years range shifts gears to reflect evolving personalities, pulling from sport, adventure and nostalgic influences, with styles suited to celebratory occasions. The girls’ edit centres on sport and play, featuring easy silhouettes, bold number prints and playful detailing across everyday and active wear. The boys’ edit puts denim front and centre, reworking heritage styles through flannel checks and repurposed denim for everyday pieces with added character.
Alia Bhatt, founder of Ed-a-Mamma, said children’s curiosity and imagination have long inspired the brand, and that this collection was designed to feel fun and expressive while staying comfortable and practical. She added that being thoughtful about sustainable choices remains central to how the brand builds its offering as it grows.
‘The World Is Ours’ is positioned as a celebration of everyday childhood – discovery, self-expression and personal style – brought to life through a mix of prints, colours and textures.
The collection is available at www.edamamma.com and across Ed-a-Mamma stores in Mumbai, Pune, Noida, Delhi NCR, Hyderabad, Bengaluru, Chennai, Raipur, Varanasi, Lucknow and Kochi.
