Kimora Lee Simmons on Friday is introducing Baby Phat’s latest collection for fall, her first independent launch since buying back the brand in 2019.
The collection was designed by Simmons, chief executive officer, alongside her daughters, Ming and Aoki. The duo roles have shifted from being the brand’s public faces to working behind the scenes across roles of design and creative direction.
“Ming and Aoki’s involvement in the design process has added a personal touch and a contemporary edge to our collections. We are more in tune with the current fashion landscape while staying true to the essence of Baby Phat that people have loved for years,” Simmons told WWD.
A look from Baby Phat.
Courtesy of Baby Phat.
“Since acquiring the label back in 2019, it’s been an incredible journey of rediscovery. The collaboration with Ming and Aoki has injected fresh perspectives and energy into the brand. Their involvement has bridged generations, creating a unique synergy that resonates with today’s fashion-conscious consumers,” Simmons said.
The collection includes a range of women’s ready-to-wear spanning from denim, cargo layers, miniskirts and rhinestone baby T-shirts to redesigned, signature velour tracksuits. Drawing inspiration from early 2000s streetwear and hip-hop culture — hallmarks of the label since its launch in 1999 — the collection was designed with modern updates to cater to “all the OG Baby Phat girlies as well as the new generation of Baby Phat customers.”
A look from Baby Phat.
Courtesy of Baby Phat.
“The Baby Phat customer of today is confident, bold and celebrates individuality through fashion. They appreciate authentic, high-quality pieces that reflect their unique style, and our price range of $50 to $100 caters to their diverse tastes,” said Simmons.
The Baby Phat fall collection will be available exclusively on the brand’s direct-to-consumer site (previously, collections have been released with partners such as Puma, Macy’s and Forever 21).
Following Friday’s launch, Lee Simmons said the brand has upcoming collaborations and expanded product offerings in the works.
“Keep an eye out for more exciting new releases from Baby Phat including our bestsellers redesigned in the ’99 Classics drop coming in a trilogy of drops in the next few weeks,” Simmons said.
A look from Baby Phat.
Courtesy of Baby Phat.
