Baby Phat is an iconic urban fashion line designed for women and girls. This brand began as a spin-off from the Phat Farm brand of clothing created by Russell Simmons in 1992. When Kimora Lee Perkins and Russell Simmons married, Kimora assumed the role of Creative Director for the clothing line.
Kimora had a very strong sense of where she wanted to take the Baby Phat clothing line, and after Simmons sold Phat Farm in 2004, and then subsequently stepped down as CEO from the Baby Phat brand in 2007, Kimora became CEO of the Baby Phat brand. She began driving the brand toward her vision of becoming an “aspirational lifestyle brand,” and combined with her vision of fabulosity, the brand quickly gained in popularity.
In addition to clothing, the Baby Phat line also includes phone accessories, shoes, fragrances, cosmetics, bedding and jewelry. A separate division of Baby Phat is called Baby Phat Scrubs, and this line of clothing includes medical uniforms such as lab coats and scrubs in various kid-friendly prints.
A stylized sleek cat is the company’s logo and it can be found on nearly all their items. Baby Phat products can be found in high-end retailers such as Macy’s and Bloomingdale’s.
Kimora took what was simply a cute clothing line and turned it into a lifestyle brand that remains popular with today’s youth. She was responsible for the Baby Phat’s first fashion show which was held at New York fashion week in 2001, and the company saw many successes under her leadership.
In August of 2010, Kimora Lee Simmons announced her sudden and sad departure from the clothing line and commented that the split was less than amicable. Despite her unexpected departure, the brand continues to do well and remains popular.