Alia Bhatt's Ed-a-Mamma Maternity Wear Celebrates Moms-To-Be With Its Campaign ‘For 2’

Ed-a-Mamma, the conscious kids' clothing brand started by actress Alia Bhatt, has recently introduced its latest addition - Ed-a-Mamma Maternity Wear - a range of thoughtfully designed and made clothing tailored for moms-to-be. For the launch, the brand has released a digital campaign - ‘For 2’. 

Focussed on the idea of ‘Designed for comfort. Designed for two’, the launch campaign is led by mommy-to-be, Alia, who encourages fellow moms to be themselves and embrace their own personal style, throughout this journey. 

On the launch of the collection, Alia Bhatt says, “I struggled to find quality maternity wear, and so I started devising my own solutions, making my personal style more bump-friendly and prioritising comfort. I realised a gap in my personal wardrobe represented a gap in the marketplace. And so Ed-a-Mamma Maternity Wear was born! This capsule collection is designed to hold you, hug you, comfort you and do pretty much everything for you that you do for your baby. We’ve stayed true to the ethos of Ed-a-Mamma, with every garment being sustainable. And I can’t wait to share it with others.”    

During pregnancy, comfort often clashes with style, and options offering both are limited. Understanding this gap in maternity wear, the well-loved brand has created thoughtfully designed clothes for mammas to lounge in, work in, go out in, be themselves in and just live in.  

Speaking on the introduction of the new Maternity line, Iffat Haider Jivan, Business Head, Ed-a-Mamma Maternity Wear, shares, “The maternity wear market is currently pegged at 2000 crores. With no definitive brands in the national space we saw a huge opportunity in this segment. Alia's clarity of thought in identifying the gap and her inputs in terms of style and comfort made the task simpler. The initial offering is a capsule collection that has captured current trends without compromising on comfort. We have introduced co-ord sets and dresses in vibrant colours and flowy silhouettes apart from casual wear, all designed specially for expecting moms.”