After introducing maternity wear and Kids wear, Alia Bhatt has targeted ‘Teenagers. Exclusively available on Myntra and Edamamma, the line targets ages between 11 to 17 years.
After launching clothing line for women and kids, Ed-a-mamma in 2020, the actress is once again ready for new clothing venture. This time Alia announced Clothing line Edheads as an extension of her earlier project to the next level. And now her new line of clothing ‘Edheads’ is designed for teens between the ages of 11 and 17 years. Her new clothing line will sell on Myntra and Ed-a-mamma portals. For those unversed, Alia Bhatt had launched kids wear brand, Ed-a-Mamma, in 2020. Launching her brand for the Gen Z, Edheads in particular targets the audience that is both socially and environmentally conscious, the actress said at the launch. Actress Alia is currently financing the operations of Ed-a-Mamma, and also recently invested in beauty e-commerce platform Nykaa.
“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.”Alia Bhatt on Edheads Launch
Alia announced Clothing Line for Independent Teens
Coninuing Alia opened about her new line Edheads. Talking at the launch Alia announced Clothing line specifically targeted the kids who had a self-dependent approach. Alia’s new clothing line is trendy, stylish and creatively inclined. Alia posted it on her Instagram and the visuals indeed point in the right direction. Kids shown in the post have done an excellent job in revealing the intention behind the brand.
Iffat Haider Jivan, Business Head said, talking about the USP of the brand said the intention behind the brand is showing what a kid is. Carefree, Dynamic, Inquisitive, Fun, Confident and everything. Digitized effects, 3D fonts, and futuristic designs with a retro edge all are a part of the line. Also, the brand has sought to achieve another important objective, waste reduction. The brand asserts that leftover clothing would be used to make hair ties and Potlis (bags). BRAND
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