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Kimora Lee Simmons has relaunched her iconic Baby Phat fashion label – with a little help from her daughters!
According to People, Simmons, together with daughters Aoki and Ming Lee, is relaunching the 2000’s fashion line with a few nostalgic throwbacks.
The family relaunched the line on babyphat.com with 16 pieces, including their iconic velour tracksuits and bedazzled tank tops. Prices range from $80 to $300.
Simmons first launched Baby Phat in 1999 alongside then-husband, Russell Simmons. Featuring a Baby Phat rhinestone cat emblem, the trendy urban fashion line quickly earned endorsements from celebrities such as Britney Spears and Alicia Keys.
“Aoki and I grew up walking the runway at the close of our mom’s New York Fashion Week shows,” daughter Ming Lee said in a statement. “We’ve spent so much of our lives with this brand – it’s so cool to bring a fresh approach and to be able to create something for how women and girls dress today. Athleisure got too basic – style got diluted – this is about refreshing the streetwear our mom invented.”
The sisters are also excited to see the effects of social media on Baby Phat’s relaunch – a marketing tool that wasn’t available when the product first launched in the late ’90s. with Aoki Lee revealing,
“From the first day we announced that there was a Baby Phat relaunch in the works, we have had women clamoring for new tracksuits via comments and DMs on Instagram – or begging us to restock our capsule collab,” daughter Aoki Lee shared. “There’s so much passion – we take all the feedback to heart. We get to interact with Baby Phat fans in a way the brand never got to do before.”
Both sisters appear in the new photoshoots for the brand, which features a playful nod to the Baby Phat’s early 2000’s history with flip-phones taking center stage alongside the clothes!