Celebrity Families, Key Fashion Labels, and a Live Amazon Broadcast Signal the Start of the School Season
NEW YORK CITY, NY, UNITED STATES, July 20, 2026 /EINPresswire.com/ — The back-to-school countdown gets a stylish kickoff as Haddad Brands hosts the 17th Annual Amazon Kids Back-to-School Fashion Show, brought to you by Rookie Kids. The event is set for Thursday, July 30 in Chelsea, New York City, and will be broadcast live nationwide on Amazon Live.
Now in its seventeenth year, the Rookie Kids Fashion Show has grown into one of New York’s most eagerly awaited family fashion gatherings — uniting premier children’s brands, celebrity families, athletes, entertainers, influencers, editors, and creators for a night that honors fashion, family, entertainment, and youth culture.
Rather than a typical runway show, this event provides an exclusive early look at the season’s most practical back-to-school trends, exhibiting carefully chosen collections from Nike, Levi’s, Lacoste, Converse, and Hurley. The runway features professional child models alongside the children of numerous celebrity attendees, generating authentic family moments that have become a hallmark of these presentations.
Broadcast on Amazon Live, the show gives viewers across the country an early glance at the styles, colors, and essentials likely to define one of the year’s biggest shopping periods. As families increasingly look for clothes that combine style, comfort, quality, and value, the event mirrors the transformation of back-to-school shopping into one of retail’s most highly anticipated events.
Having amassed over 5 billion media impressions over its run, the Rookie Kids Fashion Show continues to draw leading figures from fashion, entertainment, sports, and digital media, solidifying its status as a top-tier children’s fashion showcase in the industry.
Confirmed guests and participants include:
Claudette Bailon, Angela Simmons, Brandon Flowers, Busta Rhymes, Carissa Rosario and James Anderson, Charles Oakley, Rapper CJ, DaniLeigh, Dascha Polanco, Dave East, Daz Dillinger, DJ Drewski, DJ Mick, Edgar Berlanga, Elyse Fox, Gabby Sanders, Garrett Vogel, Hayleigh Vasquez, Ice-T and Coco, Jenni "JWoww" Farley, Kevin Fernandez, LaLa, Lil' Kim, Maino, Mara Martin, Mel White, Mirabelle Lee, Peter Quillin, Super Fan Vivian, Tiki and Traci Barber, TJ Palma, Toya Johnson and Reign Rushing, Trillian, Yvette Garcia, and Yovngchimi, with red carpet coverage by Ashleigh McPherson. Many of their children will also appear on the runway as featured models throughout the evening.
R. Scott French
VERY New York
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