Back in 1999, KImora Lee Simons, launched Baby Phat. It was a huge fashion week presentation, all over the top, in Times Square and Radio City Hall. The front row was always star-studded. Baby Phat became a billion-dollar company, under Simmons Leissner’s creative direction.
Sadly, when the Great Recession hit, and sales quickly slowed Kellwood Company, which acquired the brand in 2004 from her then-husband Russell Simmons, “unceremoniously” ousted Simmons Leissner in 2010. Baby Phat subsequently faded into cultural and sartorial irrelevance.
Earlier this year, the former fashion designer and model, reacquired Baby Phat and announced plans to relaunch the | brand. 20 years have passed since and Baby Phat is finally back, but this time with the help of Simmons Leissner’s eldest daughters Ming Lee Simmons, 19, and Aoki Lee Simmons, 16.
As she relaunches the iconic brand after 20 years, the designer reflects on bringing a high-fashion and unapologetically female perspective to streetwear. Kimora decided that she is positioning Baby Phat for Forever 21 as Chanel for a new generation.
This new and fresh collection, includes a 17 pieces in collaboration with Forever 21, we are especting the oficial relauch on Thursday, of a fully urban style clothe line, who brags to be also affordable. This relacion is also important, since it breaks the schemes that have been forged in recent years, that the urban designer can only be a man.Which could not be further from reality.
Baby Phat gives us other options, designed by women, for women, with modern designs in inclusive sizes, to fit perfectly in all body types.Since its inception in 99 ‘, Kimora stood out for including black women as their models, and some of the first large models, who have managed to have successful careers to this day. Simmons, believes that it is very important for her children to see the diversity of people as something simply normal, in order to realize that is what it is, there is nothing more normal than racial differences in the world.
Let’s not forget that all this time, Simmons, has created different fashion lines, and has worked in different categories, leaving us extraordinary high fashion creations mixed with street fashion.
Many even dare to compare the development of Simmons of Baby Phat, with the development that Coco Chanel had (and the revolution in fashion that took place), since both agree that “if something is luxurious, it should be comfortable”
When you buy Baby Phat, you are acquiring more than the brand, more than a logo, when you buy a new piece of Baby Phat, you will be making history, practically, it will be like buying a part of Kimora.When you buy Baby Phat, you are acquiring more than the brand, more than a logo, when you buy a new piece of Baby Phat, you will be making history, practically, it will be like buying a part of Kimora.