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Kimora Lee Simmons Set To Relaunch Baby Phat

WDD/ Instagram


Kimora Lee Simmons Set To Relaunch Baby Phat

Get ready to pull out that vintage Baby Phat because Kimora Lee Simmons is getting ready to drop some new pieces.

It’s been nearly 20 years since we have seen people actively rocking Baby Phat looks, but Kimora Lee Simmons made an announcement that will change all of that!

For international women’s day, Ming Lee Simmons, Kimora’s oldest daughter took to her Instagram to share a picture of the fashion brands logo with a caption that said;

“Celebrating #internationalwomensday with a very special announcement! Baby Phat has always been a brand for women. We have always celebrated every shape, every size, every race, every background; every woman. In 2019, we’re bringing it back for ALL of us… Because we’re worth celebrating. @BabyPhat ✨💖”

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This is major as Baby phat was one of the top women’s urban wear brands that everyone could afford.

On Friday, Kimora also shared that she had personally purchased the brand from an undisclosed company.

“We had to hunt around for it,” she told WWD. “[…] It’s perfect timing for this. Over the past several years, we realized the brand resonates with people and lives deep in their souls.”

While under her ex-husband Russell Simmons brand Phat, the company was sold, which resulted in Kimora parting ways with them later on down the line.

“It’s over. It’s absolutely over. It was very abrupt and sudden. I was shocked,” she told the Daily News in 2010. “It’s very, very sad for me. It was totally unexpected.”

However, the relaunch is back and Kimora is ready for a new start.

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

When the brand was at its high points, fans could purchase fragrances, footwear, lingerie, children’s wear, interiors and other products.

But in the new launch, Kimora says that they plan to focus on “mainstream sportswear” for millennials. However, the classic and retro looks that some grew to know and love will also be incorporated as she will be adding a hint of nostalgia with pieces like the brand’s signature Baby Phat rhinestone T.

Kimora shared with WWD that her two oldest children were the primary reason she wanted to get the brand back.

“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.” And young people like her 16- and 19-year-olds have a “need for messaging” that is similar to what Baby Phat represented in its prime, and still can today.

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Take a look at the announcement below and let us know what you think!


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