Baby, The Stars Shine Bright logo

Baby, The Stars Shine Bright, often abbreviated to Baby or BTSSB, is a Japanese clothing brand specialising in Sweet Lolita clothing, it was founded in 1988 by Akinori Isobe and Fumiyo.

The brand sells clothing, shoes, accessories and novelty items.

Baby, The Stars Shine Bright opened their first USA store in San Francisco on August 15th 2009, and later went on to open a store in Paris.

Baby also has a sub-brand called Alice and the Pirates, which caters to a more Pirate Lolita style, although they also make some Gothic Lolita items. Alice and The Pirates also sells clothes suitable for Ouji/Kodona Lolita and Aristocratic styles.

The brand was featured in the movie Kamikaze Girls as Momoko, the main character was obsessed with Baby clothing.