Celebrity Families, Major Fashion Brands and an Amazon Live Broadcast Kick Off the Back-to-School Season
A Milestone Seventeenth Year
Haddad Brands successfully presented the 17th Annual Back-to-School Fashion Show, presented by Rookie Kids, on Thursday, July 30, at Iron23 in New York City. The event brought together celebrity families, leading children’s fashion brands, media, influencers and industry insiders for one of the season’s most anticipated back-to-school gatherings. For the first time, the show also streamed live nationwide on Amazon Live, giving audiences across the country a front-row seat to the latest children’s fashion trends.
Now in its seventeenth year, the Rookie Kids Fashion Show continues to serve as a premier showcase celebrating the intersection of fashion, family, entertainment and youth culture. Emceed by La La, this year’s event featured dynamic entertainment throughout the evening, including performances by a talented youth acrobatic dance troupe and an energetic marching band.
A Runway Full of Back-to-School Style
The runway showcased the latest back-to-school collections from Nike, Levi’s, Lacoste, Converse and Hurley, modeled by professional children’s talent alongside the children of celebrity guests. These pairings created memorable family moments that have become a signature element of the event, blending professional runway polish with genuine, personal warmth.
The evening highlighted the styles, colors and everyday essentials expected to define the upcoming back-to-school shopping season. All featured styles are available to shop through Amazon stores at amazon.com/backtoschoolfashionshow, allowing viewers watching from home to shop the looks in real time as they appeared on the runway.
A Legacy of Impact
Since its inception, the Rookie Kids Fashion Show has generated more than 5 billion media impressions, cementing its reputation as one of the country’s premier children’s fashion showcases. This year’s expansion to Amazon Live marks a significant evolution for the event, extending its reach beyond the runway room and into homes nationwide.
Celebrity Guests and Participants
Celebrity guests and participants included Angela Simmons, Brandon Flowers, Carissa Rosario, Charles Oakley, CJ, Coco, Claudette Bailon, DaniLeigh, Dascha Polanco, Dave East, Daz Dillinger, The Dixon Family, DJ Drewski, DJ Mick, Edgar Berlanga, Elyse Fox, Evan Hirsch, Gabby Sanders, Guy Brown, Haileigh Vasquez, Ice-T, Javiel Sellas, Jaylene Sellas, Jen Su, Jenni “JWoww” Farley, Kevin Fernandez, La La, Lil’ Kim, Lil Mo Mozzarella, Mel White, Mirabelle Lee, Nicole “Snooki” Polizzi, Peter Quillan, Super Fan Vivian, Tiki and Traci Barber, TJ Palma, Toya Johnson and Reign Rushing, Trillian, Wendy Lam, and Yovngchimi, with many of their children taking to the runway throughout the evening.
Looking Ahead
With its move onto Amazon Live, the Rookie Kids Fashion Show has expanded its signature blend of celebrity, family and fashion to a national audience, ensuring that its influence on back-to-school shopping trends will only continue to grow. As the seventeenth installment of the event closes, it leaves behind not just a runway full of memorable looks but a template for how brands, families and digital platforms can come together to shape the season ahead.
