In all the Style Boutique games, the one playable character is a female avatar. At the start of the game, there is always an option to customise her appearance to the player's liking. This article focuses on the playable character in New Style Boutique.
Unlike both Style Boutique and New Style Boutique 2: Fashion Forward, the player in this game seems to be a silent protagonist. The only time she may speak is in a Dilemma situation, where she can say one of two sentences to suit the sitation.