9
Mar
2019

Kimora Lee Simmons Officially Buys Back Baby Phat, Plans To Relaunch

Written by Danielle Jennings in Blog

Kimora Lee Simmons

Kimora Lee Simmons Officially Buys Back Baby Phat With Plans To Relaunch

To celebrate International Women’s Day, designer/mogul/former model Kimora Lee Simmons had special announcement that is likely to have fashionistas filled with nostalgia. Simmons surprisingly revealed that she has bought back her hugely popular clothing line Baby Phat—and plans to relaunch the brand for an entire new generation.

If you can recall back to the early 2000’s you’ll definitely remember how popular and coveted Kimora Lee Simmons’ Baby Phat clothing line was for women. It was one of the hottest streetwear labels around, catering to women of various shapes and sizes at a time when inclusivity and diversity was incredibly scarce.

As with many things, the brand suffered as a result of financial issues when it was sold in 2004, followed by Simmons parting ways with Baby Phat entirely in 2010. Fortunately, the love for the brand that Simmons created has remained strong, which one of the reasons why now is the perfect time for a relaunch.

Speaking about her decision to relaunch the company, she stated her two daughters, Ming Lee and Aoki Lee, were the reason.

Ming, Kimora with husband Wolfe and children Ming, Wolfe, Kenzo, Aokie

She also said,

“It’s perfect timing for this. Over the past several years, we realized the brand resonates with people and lives deep in their souls.”

Simmons also said that once Baby Phat is relaunched for spring, it will be a focused “mainstream sportswear” collection for Millennials targeted to the mid-tier retail level price range. Additionally, she plans on using her “amazing personal archive” as inspiration for the upcoming relaunch collection, which is said to feature “retro” elements with a modern twist, as well as new looks.

For all of you who loved the signature Baby Phat rhinestone “T”, you’re in luck because it will definitely be a part of the new collection, along with some “new messaging” to surprise and tempt consumers. Simmons teased what’s to come, saying

“We’re working fast and furiously and have a lot up our sleeves.”

 Are you excited for Baby Phat’s return? Did you wear it back in the day? Let us know in the comments