Brand (ブランド) is the general term that identifies the distinctive product of a company. In the Aikatsu! universe, the term "brand" is used to describe the company in which the Aikatsu Stars! cards are from.
Each brand is based on one of the four idol types: Cute, Cool, Sexy, or Pop and from there create designs with themes and styles unique to that brand. There are currently eight known brands.
Different from the brands from the original Aikatsu! series, in Aikatsu Stars! series, brands are not founded by designers, but instead by "muses", meaning top idols, who represent the spirits of the brands and allow designers to work under the brand project. Only brand muses can wear the premium dresses of that brand.
In the system of Four Star Academy, students who win the S4 select match and become S4 can automatically gain the right to found their own brands. Outside the schools, there are also designer companies who volunteerly sponsor idols to do their brands as well.
| My Little Heart
My Little Heart is a cute-type brand. With lovely motifs such as ribbons, hearts and laces, it is a sweet brand adored by many girls. It is founded by Hime Shiratori and is her favorite brand.
Spice Chord is a cool-type brand. The concept of making every day exciting, the brand gives a girl that hard rock edge with a twist of girly style. It is Tsubasa Kisaragi and Laura Sakuraba's favorite brand.
| Romance Kiss
Romance Kiss is a sexy-type brand. It shows styles of show outfits to exotic dresses. This brand travels the world of elegance and femininity. It is Yozora Kasumi, Koharu Nanakura, and Mahiru Kasumi's favorite brand.
| Shiny Smile
Shiny Smile is a pop-type brand that sparks a bright, popping style inspired with flowers and fruits. A fresh look to make anyone feel happy wearing or looking at it. It is Yuzu Nikaidō's favorite brand.
| Gothic Victoria
Gothic Victoria is a cool-type brand that takes inspiration from Middle Age, Victorian and Rococo style. It is founded by Lilie Shirogane and is her favorite brand.
| Berry Parfait
Berry Parfait is a cute-type brand that aims to deliver a fresh and energetic look, just like how berries are sweet and sour. It is founded by Yume Nijino and is her favorite brand.
| FuwaFuwa Dream
FuwaFuwa Dream is a pop-type brand that shows the desire to dream day and night through its dreamy and cute style. It is Kirara Hanazono's favorite brand, and she is the brand's muse.
Perfect Queen is a sexy-type brand using royalty-like styles to display its' elegance and flawlessness. It is founded by Elza Forte in order to be the best among all brands.