Baby, the Stars Shine Bright

Baby, the Stars Shine Bright
Founded	1988
Country	Japan
No. of locations	14
Founder(s)	Akinori and Fumiyo Isobe
Website	https://www.babyssb.co.jp/
Webshop	https://babyssb.shop/ (JP) https://shop.baby-aatp.com/ (US)
Twitter	BABY_THE_STARS
Blog	http://baby-aatp.blogspot.com/ (US) https://www.babyssb.co.jp/shop_list/ (JP)
Instagram	babythessbofficial baby_the_stars_shine_bright
Weibo	baby20141123
Current status	Active
Lolibrary Link

Baby the Stars Shine Bright ベイビー・ザ・スターズ・シャイン・ブライト）is a sweet lolita brand founded in 1988.

Concept

Baby describes their brand as:

In a time when one truly felt cute and elegant
like a beautiful princess,
happily dressing up in fancy frills and lace.
Our Lolita designs bear this mindset.^[1]^[2]

Sub-Labels (optional)

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History

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Notable Figures

Akinori Isobe (礒部昭徳) - Cofounder of Baby the Stars Shine Bright and husband of Fumiyo Isobe

Fumiyo Isobe - Cofounder of Baby the Stars Shine Bright and wife of Akinori Isobe

Kumiko Uehara - One of the lead designers at Baby the Stars Shine Bright.^[3] She went to fashion school, sent her resume to Baby, abd was rejected (baby had 0 staff designers at the time). So she started her own brand, and a year later after her brand was in a magazine, baby called her and hired her. She designs the orthodox/mainstream clothes. (For example, the standard style everyone says “this is the BABY style” that's made of solid color cotton material with torchon lace.) Also designs all shoes, bags and parasols.^[4]

Kanou Masumi - One of the designers at Baby the Stars Shine Bright. She studied at a university that had a fashion department. She is assigned to designing classical style and princess motifs and was the designer for Fragrant Rose Memories and the Shooting Star A-La-Mode dress.^[4]

TACHIBANA SAKI - She went to fashion school and then started as an assistant for Baby the Stars Shine Bright. She is the designer of CLAUDIA THE FAIRY TALE PRINCESS^[4]

Mitsuba - Mitsuba started as shop staff person, and then became a designer for Alice and the Pirates. She decides the schedule for a series and assigned the roles to each designer. She mainly designs all types of items including the original print series.^[4]

NAKAMURA TOMOMI - Like Mitsuba, she also started as shop staff person, and then became a designer for Alice and the Pirates. She designs the items Mitsuba assigns to her. Also designs head accessories, hats, and bags in many cases. She generally decides the name of original prints, too.^[4]

Misako Aoki - former model

Midori - Model

Akira - Model

Characters & Design Motifs

Usakumya

Usakumya (♀) first shows up in 2001 in the GLARB I Fashion Show in the form of a very shaggy plush.^[5]^[6] She is typically described as a bear dressed up as a bunny.

The Story of Usakumya

“Deep in the forest of a faraway land, there lived a stylish little bear. On a sunny afternoon, the little bear happened upon a very long-eared bunny. In that moment, his heart was stolen by those lovely ears. The little bear wanted nothing more than a pair of long ears for himself. Thinking he too could have long ears, the little bear sat in front of the mirror and pulled on his round ears until they turned red. The little bear cried and cried every day because his ears remained the same.

Then, one day, the little bear saw a lovely girl wearing BABY’s clothing. She listened to his story from beginning to end, and decided to grant the little bear’s wish! As if by magic, the girl presented the little bear with an exquisite bunny-eared bonnet. The little bear placed the bonnet on his head, and looked at himself in the mirror. All of a sudden, the tears stopped. The little bear looked just like a little bunny with red eyes from endless crying and long ears atop his head.

The girl exclaimed, ‘So cute! Where I am from, we call bears ‘Kumya.’ From now on, you will be known as ‘Usakumya-chan.” The little bear was so happy, he traveled to Candyland, where the girl resides. Everyone in Candyland wears BABY’s clothing, and everything there is cute and sweet. Usakumya-chan and the magical girl spent many fun-filled days in Candyland.“^[7]^[8]

Kuma Kumya

A bear, pretending to be a bear.

Neko Kumya

A bear pretending to be a cat

Locations/Sales Model

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Shop List

Standalone Alice and the Pirates locations are listed on their appropriate brand page. ^[9]

Shop	Country	Address	Status	Socials
Flagship	Japan	6-29-3 Jingumae, Shibuya-ku, Tokyo Harajuku KY Building 2nd floor	Open (1999-)	baby_the_stars_shine_bright
Osaka	Japan	2-10-24 Nishishinsaibashi, Chuo-ku, Osaka-shi, Osaka Preview Building B1F	Open	https://ameblo.jp/babyosaka-blog/ baby_osaka
Sapporo	Japan	IKEUCHI ZONE B2F	Open	baby_sapporoten
Takasaki	Japan	93-18 Torimachi, Takasaki City, Gunma Prefecture Nonaka Building 1st floor	Open	https://ameblo.jp/babytakasaki/ baby_takasaki
Kanazawa (+AatP)	Japan	24 BELSEL 1F, Tatemachi, Kanazawa-shi, Ishikawa	Open	https://blog.goo.ne.jp/baby_kanazawa baby_kanazawa
Shinjuku	Japan	〒160-0022 3-1-26 Shinjuku, Shinjuku-ku Shinjuku Marui Annex 7th floor	Open	baby_shinjuku
Yokohama	Japan	2-15-13 Minamisaiwai, Nishi-ku, Yokohama-shi, Kanagawa Yokohama VIVRE3F	Open	https://ameblo.jp/baby-yokohama-blog/ baby_yokohama
Fukuoka (+AatP)	Japan	1-12-56 Daimyo, Chuo-ku, Fukuoka-shi, Fukuoka THE SHOPS DAIMYO 2nd floor 207	Open (Relocated Mar 2020)	https://ameblo.jp/baby-fukuoka/ baby_fukuoka
Sendai	Japan	3-11-15 Ichibancho, Aoba-ku, Sendai-shi, Miyagi Sendai FORUS 7F	Open	https://ameblo.jp/s-baby-ap/ baby_sendaiten
Sannomiya (+AatP)	Japan	1-5-26 Sannomiya-cho, Chuo-ku, Kobe Sannomiya OPA 4F	Open	https://www.opa-club.com/sannomiya1/shop/633 baby_sannomiya
Kyoto (+AatP)	Japan	Kawaramachi, Chukyo-ku, Kyoto Shijojoru Kawaramachi OPA 2nd floor	Open	https://ameblo.jp/baby-kyoto/ baby_kyototen
Ikebukuro (+AatP)	Japan	1-50-35 Higashiikebukuro, Toshima-ku, Tokyo Ikebukuro P'PARCO 2nd floor	Open	https://ameblo.jp/babyshibuyaparco/
Nagoya Parco	Japan	3-29-1 Sakae, Naka-ku, Nagoya City Nagoya Parco East Building 4th floor	Open	https://ameblo.jp/baby-nagopar/ baby_nagoyaparco
Paris	France		Closed (2007-2017)
New York (Tokyo Rebel)	USA		Closed (2013-2018)
San Fransisco	USA	1746 Post Street, San Francisco CA 94155 USA	Open (2009-)	https://baby-aatp.blogspot.com/ baby_aatp