Perhaps the only brand that describes itself as “a publicity tool” on its website, Baby Phat is an extension of Phat Farm made for women. It began when Phat Farm’s founder Russell Simmons created small t-shirts with “Baby Phat” on them. When various celebrities, supermodels and tastemakers started sporting the shirts, the decision to extended Baby Phat into its own line was right around the corner. A lifestyle brand was born. It was established in 1999. Simmon’s wife, model Kimora Lee Simmons was the natural choice to create, direct and establish the new denim label. She became the creative director of the line. Further she knew the brand’s success would rely on her ability to merge the worlds of high fashion and hip-hop. Kimora’s experience as a top fashion model, her marriage to Russell, her innate sense of style ande her affinity for the finer things in life, would put Baby Phat at teh forefront of the urban luxury movement. From early on, the St. Louis native seemed to have a penchant for style.
The line includes juniors, plus size and children sizes. Baby Phat also has an extensive line of accessories including jewellery, handbags, cell phone and cell phone cases and many more.
In less than a decade, Baby Phat by Kimora Lee Simmons has positioned itself in the world of fashion as the premiere female hip-hop brand. Sassy, sexy and stylish.
The company’s symbol, a cat, was modelled after Kimora’s now-departed cat, Max.
Hip-hop video dancer meets girly ice princess, Hello Kitty diamond tiara included.
The young and the hip-hop, and a few others, among them Madonna, Alicia Keys, Ashanti, Tyra Banks, Britney Spears, Beyonce, Jennifer Lopez, Mary J. Blige, Angie Martinez, Brandy, Carmen Electra, Charli Baltimore, Claudette Ortiz, Destiny’s Child, DJ Beverly Bond, Foxy Brown, Lady May, Lil’ Kim, Lovher, Mariah Carey, Naomi Campbell, Pink, Fita Wilson, Toya, Vita and Eve.