About Us

Established in 1988, Baby, the Stars Shine Bright is a lolita fashion clothing brand founded by Akinori and Fumiyo Isobe in Tokyo, Japan. The sister brand, Alice and the Pirates, was created in 2004.  Currently, our company boasts 28 shops across Japan, with flagship stores in both Paris and San Francisco.


The San Francisco flagship store opened in 2009, and the online store opened in 2013.
We carry items from both Baby, the Stars Shine Bright and Alice and the Pirates.




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.

NEW PEOPLE Building 2F
1746 Post Street
San Francisco, CA 94115
(across the street from Benihana) 

(415) 525-8686

MON-SAT 12noon ~ 7pm
SUN 12noon ~ 6pm
Event hours may vary.

Calls and e-mails received outside of normal business hours will be answered the following business day.