Celebrity Families, Major Fashion Brands and an Amazon Live Broadcast Kicked Off the Back-to-School Season
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, bringing together celebrity families, leading children’s fashion brands, media, influencers, and industry insiders for one of the season’s most anticipated back-to-school events. The show was 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. 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, creating memorable family moments that have become a hallmark of the event.
The event highlighted the styles, colors, and everyday essentials expected to define the upcoming back-to-school shopping season, with all featured styles available to shop in Amazon stores at https://www.amazon.com/backtoschoolfashionshow. Since its inception, the Rookie Kids Fashion Show has generated more than 5 billion media impressions, solidifying its reputation as one of the country’s premier children’s fashion showcases.
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.
Photo © 2026 Janice Yim / Very New York
