The edgy embroidered cat along our tracksuits and T-shirts in the early 2000s is returning to the fashion scene. Fashion entrepreneur Kimora Lee Simmons Leissner is relaunching Baby Phat in Summer 2019 alongside her daughters, Ming Lee Simmons and Aoki Lee Simmons. The relaunch will mark Baby Phat's 21st anniversary.
Baby Phat launched under Phat Fashions LLC in 1998 as an extension to Russell Simmons' urban brand Phat Farm. In 2000, Simmons Leissner became the president and creative director, where she focused on emphasizing the brand's femininity through the fit of the clothes and the addition of accessories.
By 2003, Baby Phat became one of the most profitable companies under the Phat Fashions umbrella. Within this same year, Baby Phat's profitability increased 30% from the prior year, creating an excess of $1 billion. From the "star power" received as a result of celebrities wearing it to being the first brand to livestream her exclusive runway show on a Jumbotron in Times Square, Baby Phat has been a trailblazer in fashion and entrepreneurship through innovative marketing skills.
In 2004, Phat Fashions was acquired by Kellwood Company. By 2010, Simmons Leissner had parted ways from the brand. However, this relaunch will be back in the hands of Simmons Leissner once again.
Simmons Leissner announced Baby Phat's return on International Women's Day during her speech at a United Nations Women and Gender Innovation Coalition for Change. The mogul said she was inspired to relaunch the brand by her daughters, who are now 16 and 19.
“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.”
The brand, ran for women by women, will return to stores later this year. The launch will also feature a collaboration, but Simmons Leissner has yet to release any details.
“We’re working fast and furiously and have a lot up our sleeves,” she said.
(Here's the tea I got from the queen after she retweeted my early 2000's inspired Baby Phat x Howard University photoshoot I did with my girl Modona: A model call for the brand is coming soon! Stay tuned.)
Comments