Baby Phat is back with a 2019 Holiday collection. Fashion designer Kimora Lee Simmons enlisted the help of her daughters Ming and Aoki to help her launch her latest campaign.
The streetwear brand was originally launched in 1999. The collection features pieces exclusively for women and some of the biggest celebrities have worn it, including Rihanna, Alicia Keyes, Naomi Campbell, Britney Spears, and Chrissy Teigen. The brand was often described as glam and fabulous, featuring a recognizable cat logo.
However, in 2010, Kimora ended the relationship with the brand’s owner, The Kellwood Company, and Phat Baby ceased to be. Now, ten years later, we have a chance to see the cat again and the new collection is bolder than ever.
Both Ming and Aoki helped their mother in creating crucial concepts for the relaunch, as well as the new direction the brand is taking. There will be between 10 and 15 new styles and the iconic velour tracksuit is back also, available in three colors, lilac, sand, and black. The next items coming up are windbreakers, hoodies, knitwear, and cropped T-shirts.
At the moment, the collection is available exclusively on the Baby Phat website. Most items are priced between $70 and $300.
“The relaunch of Baby Phat will consist of a “mainstream sportswear” collection for millennials targeted to the mid-tier retail level. It’s perfect timing for this,” Kimora said for WWD “Over the past several years, we realized (Baby Phat) resonates with people and lives deep in their souls.”