Amazon Kids back-to-school show returns July 30 in New York City

Haddad Brands is bringing back the 17th Annual Amazon Kids Back-to-School Fashion Show Presented by Rookie Kids on Thursday, July 30 in Chelsea, with a live Amazon Live stream nationwide. The event spotlights children’s apparel from major brands and leans into family-driven runway moments as back-to-school shopping season ramps up.

Why it matters: - The Rookie Kids Fashion Show has become a high-profile marker for back-to-school shopping, a season families now treat as one of retail’s biggest events. - The show gives brands a nationwide platform to preview kid-focused styles, comfort-driven basics and seasonal essentials before shopping demand peaks. - The event’s mix of celebrity families, athletes, entertainers and creators helps extend its reach well beyond the runway.

What happened: - Haddad Brands is presenting the 17th Annual Amazon Kids Back-to-School Fashion Show Presented by Rookie Kids on Thursday, July 30 in Chelsea, New York City. - Amazon Live will stream the show nationwide. - The event is entering its seventeenth year. - The lineup includes curated collections from Nike, Levi’s, Lacoste, Converse and Hurley. - Professional children’s models will walk alongside the children of celebrity guests.

The details: - The show is designed as an early look at back-to-school fashion trends for children. - The production brings together leading children’s brands, celebrity families, athletes, entertainers, influencers, editors and creators. - The presentation is built around family moments that have become a signature of the Rookie Kids brand. - The event has generated more than 5 billion media impressions over its history. - 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. - Red carpet coverage will be handled by Ashleigh McPherson. - Many of the guests’ children will also appear as featured runway models.

Between the lines: - The show reflects how back-to-school has shifted from a routine purchase cycle into a branded cultural moment. - The Amazon Live stream broadens the event’s audience beyond New York and turns the runway into a shoppable-style marketing moment. - The celebrity-heavy guest list signals that the event is as much about visibility and social reach as it is about apparel.

What's next: - The fashion show will take place July 30. - Amazon Live viewers nationwide will be able to watch the presentation in real time. - Brands will use the event to set the tone for the coming school-year shopping season. - Public-facing promotion is also extending through social media via VERY New York’s LinkedIn, Facebook and X accounts.More information