Baby, the Stars Shine Bright to Participate in New York Fashion Week A/W ’24

World renowned lolita fashion brand BABY, THE STARS SHINE BRIGHT will participate in New York Fashion Week’s Fall/Winter 2024 runway. Baby, the Stars Shine Bright, abbreviated as “Baby” or “BtSSB,” is excited to present a brand new collection produced by designers Kumiko Uehara and Masumi Kano in New York. The show will be present by the Global Fashion Collective at Chelsea Industrial on February 10, 2024.

The upcoming collection expresses the designers’ excitement and gratitude and includes a return to their roots with archival designs that embodies the brand’s cute style. The show will feature looks from Baby, the Stars Shine Bright and its sister brand Alice and the Pirates.

Baby, the Stars Shine Bright promo image for New York Fashion Week.

About the Brands

Baby, the Stars Shine Bright aims to create a timeless lolita fashion style by conjuring the pure joy of becoming the cute and beautiful princess you always wanted to be, donning dresses adorned with lace and frills. Established in 1988, Baby, the Stars Shine Bright now has 14 stores across Japan, a flagship US store in San Francisco, and sells world wide through its online shop.

Alice and the Pirates is Baby’s answer to a growing need for a darker and more mature aesthetic, as well as designs for men. Established in 2004, Alice and the Pirates’s designs are a retelling of our beloved heroine from the Lewis Carroll fairytale. However, this Alice has grown and changed, becoming a captain in charge of her own adventures commanding a crew of pirates.

What is Lolita Fashion?

Lolita fashion is Japan’s take on Victorian and Rococo style clothing. Starting in the late 70’s, lolita fashion was one of the many alternative fashion styles coming out of Harajuku. Harajuku fashion is a reaction against a stifling Japanese society, in which young people are pressured to strictly adhere to gender roles. Lolita fashion became a way to escape to a fantasy world in which an identity of a fairy tale heroine can be created.

Lolita Fashion and New York Fashion Week

BtSSB is actually not the first lolita fashion brand to showcase at New York Fashion Week. In 2023, classic lolita brand Victorian Maiden showcased their designs at the Global Fashion Collective’s show. In 2016, Chinese lolita brand Soufflesong showcased their designs at Nolcha show.

Street Snaps at Baby NYFW

Baby, the Stars Shine Bright invited me to attend their NYFW show! Needless to say, I’m ecstatic about it since Baby and AatP are some of my favorite brands. I will be in attendance and will cover the show! My goal is to also take street snaps of attendees to document this historic lolita event. I will be outside the venue photographing everyone before and after the show. Please reach out to me if you would like a photo!

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4 thoughts on “Baby, the Stars Shine Bright to Participate in New York Fashion Week A/W ’24”

  1. Hi! I will be attending this show as well, and it will also be my first time in Lolita! I would love to be photographed for the memories! <3

  2. Ohhh this is going to be amazing! I’m super happy for you, hope you have a great time and take tons of pics!
    Would love to see your inputs of the fashion show here ^^

  3. I would love to get a photo! A bunch of us from the New Jersey Frills comm are coming and I think most of us would love some street snaps!


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