bebe stores, inc. (Nasdaq:BEBE) announces its participation in Hachette Filipacchi’s STYLE360 fashion event which will take place during New York Fashion Week, February 16-17, 2010.

On Tuesday, February 16 th, at 10:00am, bebe will kick-off the two-day STYLE360 Event with a fashion show featuring the ‘bebe-Kardashians’ collection with Kim Kardashian scheduled to attend. The launch collection is slated for delivery to bebe stores nationwide shortly after the runway debut and Internationally by the end of February 2010.

In its seventh season, STYLE360 attracts over 6,000 fashion and beauty editors, celebrities, stylists, bloggers, fashionistas, VIPs and industry influencers.

“STYLE360 provides a modern, glittering platform for both upcoming and notable designers to showcase their collection concurrent with New York City’s acclaimed Fashion Week,” states Sophie Rietdyk, Vice President of Global Licensing for bebe stores, Inc. “We are honored to sign on to such a prestigious event and are excited to reveal bebe’s first licensed collaboration with Kourtney, Kim and Khloe Kardashian to such a formidable audience.”

The Spring 2010 launch collection includes a comprehensive array of modern, body conscious styles and distinctive details including unique zipper detailing, cutout shapes, sheer backs and foiled jersey for an overall tone that is sexy and feminine. The Spring 2010 collection is perfectly in sync with the season’s color trends running the gamut from soft nudes, subtle grays, crisp whites, creams and black.

A total of five deliveries are slated over the next twelve months. Priced competitively with a retail range $59-129 the collection is perfect for the on-point, trend-driven fashionable consumer.

STYLE360’s official kick-off party will be co-hosted by ELLE, on Monday, February 15 th at bebe’s newly opened SoHo store in New York City.

About bebe:

bebe stores, inc. designs, develops and produces a distinctive line of contemporary women’s apparel and accessories, which it markets under the bebe, BEBE SPORT, bbsp, PH8 and 2b bebe brand names. bebe currently operates 305 stores, of which 213 are bebe stores, 33 are 2b bebe, 58 are PH8 stores, stores and 1 is a bebe accessories store. These stores are located in the United States, U.S. Virgin Islands, Puerto Rico and Canada. In addition, there is an online store at www.bebe.com.

The statements in this news release and on our recorded message, other than the historical financial information, contain forward-looking statements that involve risks and uncertainties that could cause actual results to differ from anticipated results. Wherever used, the words "expect," "plan," "anticipate," "believe" and similar expressions identify forward-looking statements. Any such forward-looking statements are subject to risks and uncertainties and the company's future results of operations could differ materially from historical results or current expectations. Some of these risks include, without limitation, miscalculation of the demand for our products, effective management of our growth, decline in comparable store sales performance, ongoing competitive pressures in the apparel industry, changes in the level of consumer spending or preferences in apparel, loss of key personnel, difficulties in manufacturing, disruption of supply, adverse economic conditions, and/or other factors that may be described in the company's annual report on Form 10-K and/or other filings with the Securities and Exchange Commission. Future economic and industry trends that could potentially impact revenues and profitability are difficult to predict.

Copyright Business Wire 2010