Growing up in the early 2000’s the curvy cat logo that adorned trendy velour suits, low rise jeans, chain belts and more was unmistakable, and now after 10 years, it’s back for a full millennial-gen-z relaunch. Earlier this year designer and Baby Phat founder, Kimora Lee Simmons announced that she had reacquired the brands’ name and that a new collection would be coming soon. The spring collaboration with Forever 21 was a tease and fans patiently waited for more. Last week Kimora brought back all the feels of the iconic brand with the secret drop of Baby Phat’s Holiday 2019 campaign. The campaign features the fashion moguls 2 daughters, Ming and Aoli Lee Simmions in luxe fur stoles and holiday-ready dresses, and oozes the glamorous lifestyle Baby Phat created back in the day.
Baby Phat was a unique brand that defined an era of style that did not exist before its release. At its start, Baby Phat was a streetwear brand infused with the style and femininity of the culture. In the early aughts, it took off as the “it” urban clothing brand for women and girls eventually expanding to become a full-on lifestyle brand. It gave a sexy voice to streetwear and became a mainstream look for singers, celebrities, county girls and girls around the way. Through Baby Phat, Kimora showed the world how to be a model, mogul, and mother all at the same time. It was the first urban brand to become a powerhouse during New York Fashion Week with each show bringing the best of hip-hop to the front rows.
To close the shows Kimora would bow hand in hand with each daughter. That moment, along with collections presented, became iconic. This relaunch comes full circle and was inspired by her 2 daughters who are now heavily involved in the creative direction of the brand. The first drop titled “Sport” features some of the brand’s iconic and nostalgic items like the velour sweatsuit and diamond kitty tanks and tees and new additions like a cropped windbreaker. Though there have only been 1 drop fans can expect much more to come in the new year. For now, we’ll just relive the golden years of nostalgia and stay tuned for what Baby Phat has in store for 2020. You can shop the Drop 1 at babyphat.com.