It's Back!

Baby Phat is back with Kimora Lee Simmons at the helm of operations! The celebrity mom recently did a photo shoot with her daughters, Ming and Aoki Lee Simmons, to advertise the brand.

Kimora joined her kids as well as Sean ‘Diddy Combs’ twins, Jessie and D’Lila Combs, in showing off some of the new styles that Baby Phat will bring to the urban wear sphere. “When I hear #BabyPhat is coming back …. where’s my Nokia,” one Twitter fan wrote in reference to the brand’s return and the old days of Baby Phat that included apparel as well as phone accessories.


Baby Phat was the fashion expression among teens and young adults during the early 2000s. Kimora Lee Simmons offered pieces that were stylish without being over-the-top. Teens wore Baby Phat to school and the gym, which made for more versatility in clothing options. Baby Phat also served as a way for youth to identify with one another via matching wear.

Kimora Lee Simmons served as the creative director of Baby Phat from 2000 to 2010. The fashion mogul also took on the duties of the president of the company during that time. Baby Phat experienced financial turmoil after Kimora’s departure in 2010 to the extent of the celebrity mom having a hard time finding the brand to purchase it for relaunching. Kimora did not give up in her search, though.

“It’s perfect timing for this,” Kimora said about buying Baby Phat and relaunching the brand. “Over the past several years, we realized the brand resonates with people and lives deep in their souls,” she shared. Kimora’s college-aged daughters, Aoki and Ming, definitely impacted the celebrity mom’s decision to revive the brand.

“There have been a lot of changes in the landscape of streetwear, but not enough,” Kimora revealed during a recent interview. “I feel like there’s a sizable gap [of female voices], and that’s why I decided to reacquire the brand and relaunch it. Baby Phat was a movement, and people forget that.”

How will Baby Phat resonate for this generation? We will have to keep watching to find out! Stay tuned for more celebrity kids news!

Photo: Kimora Lee Simmons/Instagram



Sarie is a writer and editor for BCK's Los Angeles division. She also shares stories on Medium that are meant to encourage thought and discussion. You can catch her outside enjoying nature and classical literature. Pop culture is pretty fun, too!

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