Baby Phat
Baby Phat is an American womenswear label founded in New York in 1999 as an offshoot of the menswear brand Phat Farm. Led creatively by Kimora Lee Simmons, it is known for its cat logo, denim, accessories and beauty products.
| Founded | 1999, New York |
|---|---|
| Founder | Russell Simmons |
| Creative lead | Kimora Lee Simmons |
| Relaunch | 2019 |
| Origin | Womenswear offshoot of Phat Farm |
| Website | babyphat.com |
What is Baby Phat?
Baby Phat is a New York fashion brand that began in 1999 as the womenswear offshoot of Phat Farm, the menswear label of Russell Simmons. Kimora Lee Simmons served as designer and creative director, and later as president, and became the public face of the brand.
History
In 2004 Kellwood Company agreed to acquire Phat Fashions, the parent of Baby Phat, keeping Kimora Lee Simmons in her role. Kellwood sold Phat Fashions to Sun Capital Partners in 2010 and Simmons left the business. In 2019 she announced that she had bought the brand back, and Baby Phat relaunched independently in December 2019 with the involvement of her daughters Aoki and Ming Lee. A collaboration with Forever 21 followed in 2020.
Products and positioning
Over the years the brand has covered denim, accessories, jewellery, footwear, swimwear, lingerie and fragrance. Baby Phat Beauty launched in 2020.
- Collaborations with Forever 21, Macy's and Puma
- Fragrance with Coty, including Baby Phat Goddess
- Footwear and technology tie-ins in the 2000s
Why it matters
Baby Phat was one of the defining labels of early 2000s hip hop fashion, and its return shows how heritage streetwear brands can be revived for a new generation through collaborations.
Frequently asked questions
Who owns Baby Phat?
Kimora Lee Simmons announced in 2019 that she had reacquired Baby Phat, and the brand is privately held.
When was Baby Phat founded?
Baby Phat was founded in New York in 1999 as the womenswear offshoot of Phat Farm.