Baby Phat Is Making A Return With Kimora Lee Simmons Leading

The brand that defined the early 2000s is coming back. That’s right, Kimora Lee Simmons’ Baby Phat is making a return.

Her daughter, Ming Lee Simons, shared the news on Instagram, writing, “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.”

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Now Kimora Lee Simmons Leissner, she has repurchased the company she left at the end of 2010 with plans to relaunch the label later this year.

Speaking to WWD about the brand she noted that they “had to hunt around to find it” but wouldn’t name who it was bought from or for how much.

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Baby Phat has sales more than $1 billion with major celebrities from Rihanna and Carrie Underwood as clients at the time.

The relaunch will feature “mainstream sportswear” targeted towards Millennials with “retro” designs reimagined.

Leissner plans on using her “amazing personal archive” for inspiration.

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

Leissner has since created a women’s collection, she has a book and a line of perfume. No matter what she is working on, her mission is to champion women of colour. Adding, “That’s always been my message, but it’s never more relevant than it is now.”

Leissner just joined the UN Women and the Gender Innovation Coalition for Change for their new “She Innovates” campaign to encourage gender equality in the workplace.

 

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