It’s hard to believe that nearly a quarter of a century has passed since names like Fubu, Sean Jean, Enyce, Rocawear, Karl Kani, Phat Farm, and the iconic Baby Phat were among the most celebrated in the fashion world.
As fashion tends to follow cyclical trends, it’s no surprise that Baby Phat, founded by CEO and creative director Kimora Lee Simmons, is making a comeback, especially as early 2000s fashion experiences a resurgence with Gen Z. In a recent conversation with FashionNetwork.com, the former model-turned-entrepreneur-and-creative-director discussed the revival of the «cat.»
In this context, the «cat» refers to the feline drawing within the Baby Phat logo. In an email to FashionNetwork.com, Simmons mentioned that social media posts in the post-pandemic era reinforced her decision to relaunch the brand.
«We’ve witnessed users proudly sporting low-rise jeans, rhinestones, and all the iconic Baby Phat designs on social media. This is a testament to the timeless appeal of our brand and its capacity to strike a chord with a new generation, bridging the past with the future,» she emphasized.
However, the decision to reintroduce the brand goes beyond mere nostalgia. «It’s about embracing the present and the future while staying true to our roots. I believe in the power of our brand and its potential to inspire a new generation of women who unapologetically express themselves. We’ve evolved, become more inclusive, and now reflect the diversity of our world. We aim to empower women, and the time for that is now,» Simmons continued.
Much has changed since Baby Phat’s inception in 1999. Back then, the internet was just gaining momentum, and e-commerce was in its infancy. Simmons is excited about the storytelling possibilities that digital platforms now offer.
«Social media provides us with a canvas to vividly depict Baby Phat for a global audience. We’re not just showcasing our designs; we’re sharing the journey, the inspirations, and the values behind the brand. It’s a direct channel to connect with our community and engage in a meaningful conversation with them. The digital realm is helping us tell the new Baby Phat story,» the creative director expressed.
The collection, released in stages, presents a fusion of streetwear and high fashion, offering styles such as slouchy parachute pants, micro cargo skirts, and unique print sets in vibrant blue and pink. Further drops will include ’99 Classics, a fresh take on bestsellers like stretch baby tees and plush crop tops, miniskirts, BP Denim featuring the iconic cat logo, and luxurious velour tracksuits with debossed logo details. These soft sweat sets hold a similar cult status to Juicy Couture, another early 2000s comeback brand. Prices range from $40 to $100, and the collection is exclusively available on the brand’s website.
Returning to the creative process in the design room felt like a homecoming for Simmons.
«It’s where the magic happens, where creativity knows no boundaries. Updating the classic styles was an exhilarating challenge,» she said, adding, «We’ve retained the essence, the signature glam, and the boldness, while incorporating modern elements to make them relevant to today’s fashion scene. It’s all about balance, working with materials, silhouettes, and details to ensure that every piece resonates with the current fashion landscape. We listened to what the Baby Phat customer wanted and blended their desires with our vision.»
While the brand now calls Los Angeles home, Simmons draws a comparison to New York, where Baby Phat was originally launched.
«This city [LA] is a melting pot of diverse cultures and aesthetics, which aligns perfectly with Baby Phat’s core values of diversity and inclusivity. Our designs now more than ever reflect these influences,» Simmons noted.
When Baby Phat first emerged, it transcended cultural boundaries, moving from the urban market to broader fashion outlets and customers, effectively pioneering this shift. Simmons summed it up perfectly.
«The success of Baby Phat in transcending cultural boundaries was a testament to our mission. We embraced and celebrated diversity in our campaigns and designs, reflecting the reality of our world. I witnessed this phenomenon as it unfolded, and it was deeply rewarding to see how Baby Phat resonated with people from all walks of life. That same ethos continues to drive us in the revival of Baby Phat today,» she concluded.
