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Kimora Lee Simmons is relaunching her iconic Baby Phat brand and daughters - Ming & Aoki Lee Simmons are on board .
The fashion mogul is bringing back her uber popular streetwear brand, Baby Phat.
Under the Phat Fashions brand (created by her ex-husband Russell Simmons), Baby Phat was launched in 1999 and it was one of Phat Fashions’ most profitable brands with sales in excess of $1 billion. Phat Fashions was sold to Kellwood in 2004, and Kimora ended up parting ways with the company in 2010 .
The former model purchased the brand but won't reveal the purchasing price.
“We had to hunt around to find it," was her answer to how much she had to cough up to get her brand back.
The mom/mogul revealed to WWD that her teenage daughters -Ming Lee Simmons & Aoki Lee Simmons - are the reason she wanted to relaunch the brand.
The label is set to relaunch this spring. Here's what you can expect from the new line:
Peep her interview with Bloomberg Markets and Finance where she announces the relaunch and a new "She Innovates" initiative below:
Will you be dropping coins on Baby Phat 2.0?📎 🤔COMMENT BELOW... CRITIC ALSO 🖋️ 📜 🗺️ 😂 ... spill TEA ☕ Easy on Shade 💣 COMMENT BELOW... CRITIC ALSO 🇳🇬 #jaiyeorie 🗺️
The fashion mogul is bringing back her uber popular streetwear brand, Baby Phat.
Under the Phat Fashions brand (created by her ex-husband Russell Simmons), Baby Phat was launched in 1999 and it was one of Phat Fashions’ most profitable brands with sales in excess of $1 billion. Phat Fashions was sold to Kellwood in 2004, and Kimora ended up parting ways with the company in 2010 .
The former model purchased the brand but won't reveal the purchasing price.
“We had to hunt around to find it," was her answer to how much she had to cough up to get her brand back.
The mom/mogul revealed to WWD that her teenage daughters -Ming Lee Simmons & Aoki Lee Simmons - are the reason she wanted to relaunch the brand.
“It’s perfect timing for this,” she said. “Over the past several years, we realized the brand resonates with people and lives deep in their souls.”Kimora said young people like her 16-and 19-year-old daughters - who were a staple in the shows when they could barely walk - have a "need for messaging" that is similar to what Baby Phat did during its prime twenty years ago.
The label is set to relaunch this spring. Here's what you can expect from the new line:
It will be a “mainstream sportswear” collection for Millennials targeted to the mid-tier retail level. She plans on tapping into her “amazing personal archive” as inspiration for the collection, which will have “retro” elements that will be modernized, as well as new looks.The fashion designer owns her high-end KLS women's collection - made the announcement as she joined UN Women and the Gender Innovation Coalition for Change to celebrate International Women's Day.
So expect a hint of nostalgia — including the brand’s signature Baby Phat rhinestone T — along with “new messaging,” she said. “We’re working fast and furiously and have a lot up our sleeves.”
Leissner said a collaboration will also be part of the relaunch, but she is keeping the details of that under wraps for now.
Peep her interview with Bloomberg Markets and Finance where she announces the relaunch and a new "She Innovates" initiative below:
Will you be dropping coins on Baby Phat 2.0?📎 🤔COMMENT BELOW... CRITIC ALSO 🖋️ 📜 🗺️ 😂 ... spill TEA ☕ Easy on Shade 💣 COMMENT BELOW... CRITIC ALSO 🇳🇬 #jaiyeorie 🗺️
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