Baby Phat

Baby Phat is an American clothing brand started by Kimora Lee Simmons (now Kimora Lee Simmons Leissner). Established in 1999 as Phat Fashions, the brand is an offshoot of her former husband Russell Simmons's Phat Farm clothing brand.[1] Baby Phat was officially relaunched in December 2019.[2]

Baby Phat
IndustryFashion
Founded1999
FounderKimora Lee Simmons
HeadquartersNew York, NY
ParentKellwood Company 
Websitewww.babyphat.com

Brand History

Kimora Lee Simmons first established the urban women's wear brand Phat Fashions LLC in 1999. Simmons was inspired to start the company out of her initial disappointment with a prototype of a Phat Farm T-shirt for women, which she saw as a "very athletic and basic, scaled-down version of what a guy would wear." She then created a collection women like herself would wear and took on the responsibility of being Baby Phat's designer. The clothing brand included jeans and tops adorned with a curvy cat logo inspired by her pet Siamese cat, Max.[1] Simmons later said she created the collection because "women - especially women of color - had no voice in the streetwear industry. It’s in our DNA that this brand is created for women, by women."[3]

Baby Phat's first show took place in 2000 as an extension of Phat Farm, run by Simmons's former husband Russell Simmons, and Phat Fashion's label. It drew attention from the hip-hop community, which had a close relationship with Russell Simmons's record label Def Jam Recordings. Baby Phat received celebrity endorsements from Aaliyah, who sat in the front row during a fashion show. And from Lil' Kim, who modeled a rhinestone logo-emblazoned sheer bikini under a faux-fur coat.[4]

In 2004, the company expanded its operations by selling a custom Motorola i833 mobile phone exclusively at Bloomingdale's. The limited-edition pink, diamond-studded flip-phone was available for purchase at $699.99.[5] That year, Simmons created a new shoe line for Baby Phat, which included stilettos, wedges, boots, and toddler shoes.[6]

In June 2019, Baby Phat collaborated with fashion retailer Forever 21.[7] The fashion line had eighteen clothing items featuring the brand's signature cat, all priced under $25.[8] On December 6, 2019, Baby Phat relaunched on its own and published a spring/summer 2020 campaign on its website. Simmons's daughters, Aoki and Ming Lee were responsible for the relaunch.[9]

Influence and Endorsements

Baby Phat's support includes that from celebrities like Alicia Keys, Rihanna, Chrissy Teigen, Kim Kardashian West, Christina Milian, Britney Spears, Missy Elliott, and Monica, many of whom sat in the front row during Simmons' Fashion Week performances.[10]

Both models Alek Wek and Devon Aoki previously collaborated with Baby Phat. Carmen Kass, Eva Herzigová, and Lil' Kim have also graced the runway for the brand.[11]

Simmons said her choice of models on the Baby Phat runway is "very deliberate" and "includes people who are sometimes forgotten but are great models. All colors, all women, all shapes and sizes".[12]

References
  1. "40 Under 40 - Kimora Lee Simmons". Crain's New York Business. January 1, 2003. Retrieved November 30, 2019.
  2. Thornton, Cedric (December 10, 2019). "Baby Phat Has Officially Relaunched". Black Enterprise. Retrieved May 10, 2020.
  3. "The Cat Is Back: Shop Baby Phat's New Collection". www.yahoo.com. Retrieved August 1, 2020.
  4. "A brief history of Baby Phat, the cult 00s label bringing sexy back". Dazed
  5. "Motorola i833 Baby Phat review".
  6. "Kimora Lee Simmons - Entered The Fashion Design Business". biography.jrank.org. Retrieved November 30, 2019.
  7. "Paging 1999! Forever 21 Launches Collaboration with Baby Phat — See the Nostalgic Looks". People magazine. Retrieved January 1, 2015.
  8. Hargrove, Channing (June 14, 2019). "The Baby Phat x Forever 21 Items You'll See Everywhere This Summer". Refinery29.
  9. Hudson, Tanay (December 7, 2019). "Baby Phat Has Officially Relaunched". Mada.
  10. "Baby Phat Is Back: See Celebs Who Loved the Brand". E! Online. March 8, 2019. Retrieved November 30, 2019.
  11. "The 2003 Baby Phat Fashion Show Was the Most Extra". Daily Front Row. February 1, 2018. Retrieved November 30, 2019.
  12. Ellwood, Mark. "Baby Phat's Kimora Lee Simmons is fashion's diva designer". nydailynews.com. Retrieved November 30, 2019.
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