~ The sustainable clothing brand launches a digital campaign for its new maternity line ~
Mumbai, 19th October 2022: Ed-a-Mamma, the conscious kids’ clothing brand started by actress, investor and entrepreneur 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. The label has already established itself as a key player in the space of sustainable fashion. 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 said, “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.
The collection is fun, colourful, comfortable and created with fabrics that are soft on the skin, natural and breathable. The campaign encourages other moms-to-be to celebrate this journey by just being themselves, doing what they love and what makes them comfortable, but now doing it For 2. The brand will drive the campaign with reels and posts put up in collaboration with ‘Mompreneur’ Alia Bhatt wearing, Ed-a-Mamma Maternity Wear.
Speaking on the introduction of the new Maternity line, Iffat Haider Jivan, Business Head, Ed-a-Mamma Maternity Wear, said, “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.”
The Ed-a-Mamma Maternity Wear collection is exclusively available on the Ed-a-Mamma website. The collection will also be available on Myntra & Tata Cliq, shortly.
