Alia Bhatt's Ed-a-Mamma ties up with India's Myntra to drop teen line

The clothes are designed for youngsters between the ages of 11 and 17 years, according to a press release by Ed-a-Mamma.

“It’s always been my vision to create a universe of quality products for children and their parents, designed for them and for the planet. We’ve already introduced maternity wear and kidswear, and clothing for young adults felt like the natural next step. Gen Z is more socially aware and environmentally conscious and that is the community that we want to nurture,” said Alia Bhatt regarding the new launch.

Edheads is all about attitude and offers teens a creative space to craft experiences, build their own narratives, and express themselves uninhibitedly. With elements like digitised effects and 3D fonts and designs that are slightly futuristic with a retro edge, the new collection allows teens to showcase their unique personalities and be spontaneous, vibrant, and opinionated while boldly rising to meet challenges, become lifelong learners, and celebrate new skills. Different forms of expressions like art, music, dance, and sports are highlighted in the new line.

“Edheads is a collection for teens with attitude. It is trendy, stylish, and designed to give teens a space to be themselves. It is everything a teenager is—carefree and dynamic,” Iffat Haider Jivan, business head, Ed-a-Mamma, said on what makes the teen brand unique.

The clothes in the collection have been created using natural fibre-based biodegradable fabrics, safe AZO-free dyes, and nickel-free trims and buttons. Conscious and comfortable, the range offers great quality and styles at affordable prices. Made for teens to hang out, have fun, and live in, Edheads offers cool versatility. The teen line is available exclusively on the official online platforms of Myntra and Ed-a-Mamma.

Fibre2Fashion News Desk (NB)