Fashion

Kimora Lee Simmons Releases First Baby Phat Collection As An Independent Brand

By Donovan | September 28, 2023 0 Comments

KIMORA LEE SIMMONS IS RELEASING HER FIRST INDEPENDENT BABY PHAT COLLECTION AND IT WILL INCLUDE DENIM, MINISKIRTS, VELOUR TRACKSUITS AND CARGO LAYERS.

UNITED STATES — Tomorrow Friday Sept. 29, Kimora Lee Simmons is introducing Baby Phat’s latest collection for fall, her first independent launch since buying back the brand in 2019.

The former fashion model turned designer, mogul, perfumista and author reacquired Baby Phat in 2019 (see it here), relaunched it with Forever 21 (see it here) and then at Macy’s for a special holiday collection in 2021 (see it here).

The new collection was designed by Simmons, chief executive officer, alongside her daughters, Ming and Aoki. The sisters roles have changed from being the face of the brand to working behind the scenes across roles of design and creative direction.

“Ming and Aoki’s involvement in the design process has added a personal touch and a contemporary edge to our collections. We are more in tune with the current fashion landscape while staying true to the essence of Baby Phat that people have loved for years,” Simmons told WWD.

“Since acquiring the label back in 2019, it’s been an incredible journey of rediscovery. The collaboration with Ming and Aoki has injected fresh perspectives and energy into the brand. Their involvement has bridged generations, creating a unique synergy that resonates with today’s fashion-conscious consumers,” Simmons said.

The collection will include a range of women’s ready-to-wear such as denim, cargo layers, miniskirts and rhinestone baby T-shirts to redesigned, signature velour tracksuits. Drawing inspiration from early 2000s streetwear and hip-hop culture — hallmarks of the label since its launch in 1999 — the collection was designed with modern updates to cater to “all the OG Baby Phat girlies as well as the new generation of Baby Phat customers.”

In its heyday in the early Aughts, Baby Phat was one of Phat Fashions’ most profitable brands with a wide variety of product categories and sales in excess of $1 billion. It was worn by major celebrities and hosted elaborate fashion shows. Kimora was the first fashion designer to sale out Manhattan‘s Radio City Music Hall.

“The Baby Phat customer of today is confident, bold and celebrates individuality through fashion. They appreciate authentic, high-quality pieces that reflect their unique style, and our price range of $50 to $100 caters to their diverse tastes,” said Simmons.

The Baby Phat fall collection will be available exclusively on the brand’s direct-to-consumer site.

Following Friday’s launch, Lee Simmons said the brand has upcoming collaborations and expanded product offerings in the works.

“Keep an eye out for more exciting new releases from Baby Phat including our bestsellers redesigned in the ’99 Classics drop coming in a trilogy of drops in the next few weeks,” Simmons said.