Alia Bhatt on launching her conscious clothing label for kids, Ed-a-Mamma, lessons from 2020 and her upcoming big releases
Was venturing into conscious clothing always on the agenda?
I’ve always wanted to launch a fashion label but wasn’t sure if we needed another one. I felt we were missing a world-class, Indian kids’ clothing brand. I was working on a series of stories about a little girl and her dog saving the planet from ecological harm. I thought to continue telling the stories through clothes and other products. We had planned to launch earlier in 2020 but the lockdown meant we had to restrategise.
How much are you able to practise conscious clothing? Do you seek designers that prioritise conservation in their work ethos?
It’s not easy. One of the reasons is accessibility. There aren’t too many brands that have successfully adopted an eco-efficiency strategy. But I read this line which said that fashion runs on the biggest source of renewable energy, human creativity. I hope more brands are able to offer eco-friendly yet affordable solutions.
2020 brought its unique sets of challenges. How did you go about confronting yours?
It hasn’t been an easy year for anyone. I used my time off to complete a course in creative writing. The pandemic has taught all of us to be kind to one another and to the planet. I hope we can carry this learning into the new year.
In 2021, we will see you in two big films, Brahmastra and Gangubai Kathiawadi, and then an even bigger production, RRR, in 2022. Is it just happenstance that the canvas of your upcoming films is big?
My choice of films is primarily based on the story and my hunger for good roles. Then comes the people associated with the project. With certain people, their work speaks louder. The scale of projects is totally the director’s prerogative on how he or she wants to tell the story.