If you haven’t heard, Kimora Lee Simmons Leissner just bought Baby Phat and is planning a relaunch of the brand.
Kimora Lee Simmons Leissner urban streetwear clothing and shoe brand created 20 years is coming back! Read on…
news that baby phat is coming back; about to be rocking my baby phat jeans soon pic.twitter.com/OwmdnJeIq9— ʏᴏᴏɴɢɪ ᴅᴀʏ ♡💫 (@jmnsspromise) March 8, 2019
CelebNFashion247.com reports that the designer, former mo,
el and entrepreneur celebrated International Women’s Day.
On Friday, Kimora Lee Simmons Leissner revealed that she had personally purchased the once red-hot streetwear brand Baby Phat.
According to reports, Leissner is planning a relaunch of her highly successful Baby Phat this summer.
The women’s line will focus on exposing it to millennials and Gen X customers that might not have been old enough to remember the original.
Once again, the streetwear trend has entered mainstream fashion in the past decade with young shoppers. Newer brands like Supreme and A Bathing Ape have garnered a loyal fanbase.
Baby Phat’s original parent, Phat Fashion, was founded by her former husband and music mogul Russell Simmons more than 25 years ago. The company was acquired in 2004 by Kellwood Co. for $140 million. Simmons Leissner, who served as Baby Phat’s creative director from 2000 to 2010, told Bloomberg TV in an interview that she recently bought the company back, without disclosing terms or the seller. At the height of its popularity, it held solo fashion shows and had a focus on customers of color. Now, her two daughters, who are 16 and 19, will help her run the label.
This time around Kimora Lee Simmons Leissner assures that the company will be owned by women and designed for women.
It’s very important that you have women on both sides — women as the end user, women as the creator. We need to take more of that responsibility and own it.
As for the price tag of Baby Phat Leissner declined to disclose the purchase saying:
We had to hunt around to find it.
Phat Fashion History:
In 2004, Phat Fashion was sold to Kellwood and Leissner continued to serve as creative director of Baby Phat. In 05, the brand launched a fragrance with Coty. In addition, the line expanded into footwear, lingerie, children’s wear, interiors and other products.
By 2010, Leissner parted ways with the brand as Kellwood fell on hard times and amid numerous corporate changes.
Now hat Kimora has her brand back she is ready to relaunch for spring targeted to the mid-tier retail level collection for Millennials. Leissner also reveals that she plans on tapping into her “amazing personal archive” as inspiration for the collection, which will have “retro” elements that will be modernized.