Baby, The Stars Shine Bright

Baby, The Stars Shine Bright (株式会社　ベイビー、ザ スターズ シャイン ブライト) is a Japanese apparel brand created in 1988 by Akinori and Fumiyo Isobe. The brand specializes in lolita fashion and has been widely known for its "sweet" aesthetic. In 2004, Baby, The Stars Shine Bright launched Alice and the Pirates, a sub-brand centered on gothic and punk lolita apparel.

History
The company's flagship store, opened in 1999 in Daikanyamachō, Shibuya, was relocated to Omotesandō in 2012.

Baby, The Stars Shine Bright became more widely known after the release of the 2004 live-action film adaptation of Novala Takemoto's 2002 novel Kamikaze Girls, of which they were featured in the film and produced the wardrobe for one of the main characters.

In August 2009, Baby, The Stars Shine Bright opened its first store in the United States in San Francisco, California. In July 2014, Baby, The Stars Shine Bright opened a store in New York City, New York, as part of a combination store with Japanese alternative fashion retailer Tokyo Rebel. The New York store closed on February 28, 2018.

Products
Baby, The Stars Shine Bright sells apparel that is handstitched in Japan and cut from custom fabrics. The brand is one of the widely known brands in lolita fashion for its "sweet lolita" aesthetic, which features "pastels" and "cupcake" silhouettes. In May 2023, Baby, The Stars Shine Bright released their first fragrance, Baby Princess.

Alice and the Pirates
In 2004, Baby, The Stars Shine Bright launched Alice and the Pirates, a sub-brand dedicated to gothic and punk styles. The name is inspired by Alice in Wonderland and Vivienne Westwood's 1981 Pirate Collection.