Kimora Lee Simmons Leissner Reboots Baby Phat With Forever 21

LOS ANGELES — “Oh, my God!”
It’s a drawn-out sentence that seems to run the length of the ramp Kimora Lee Simmons Leissner rolled down as she emerged from the makeshift hair-and-makeup room to head down to the skate rink at World On Wheels in Los Angeles. Her daughters, Ming Lee and Aoki Lee, are already there, the three ready for a Baby Phat photo shoot as the brand readies for a major reboot, beginning with Thursday’s launch of a Forever 21 summer capsule.
“World On Wheels has an old school, nostalgic feeling. It’s current and fun and trendy and that’s what this is: Baby Phat 2.0, Baby Phat reloaded,” Simmons Leissner said. “It’s myself and Ming [Lee Simmons] and Aoki [Lee Simmons]. They’re not babies anymore or behind the scenes. They’re front-and-center and they’re helping with designs as well as the business.”
Simmons Leissner — designer, model and entrepreneur — bought back the Baby Phat by Kimora Lee Simmons brand, recognizable for its cat silhouette logo, in March for an undisclosed sum. The move represented a return to the label she started in 1999 under then-husband Russell Simmons’ Phat Fashions, helping carve and solidify a powerful point of view and space for

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Kimora Lee Simmons Buys Baby Phat, Plans for Relaunch

Kimora Lee Simmons Leissner has gotten her baby back.
The designer, former model and entrepreneur celebrated International Women’s Day on Friday by revealing that she had personally purchased the once red-hot streetwear brand Baby Phat and will relaunch the label later this year.
She declined to disclose the purchase price or the company from which it was purchased, only saying: “We had to hunt around to find it.”
Leissner was the creator of the women’s-skewed streetwear brand 20 years ago as an extension of the Phat Farm men’s label under her then-husband Russell Simmons’ Phat Fashions company.
Leissner felt at the time that women streetwear fans should have a vehicle and created Baby Phat to fit that bill. She served as its creative director from 2000 to 2010 and later added the president’s title as well.
In its heyday in the early Aughts, Baby Phat was one of Phat Fashions’ most profitable brands with a wide variety of product categories and sales in excess of $ 1 billion. It was worn by major celebrities and hosted elaborate fashion shows.
When Phat Fashion was sold to Kellwood in 2004, Leissner continued to serve as creative director of Baby Phat. A fragrance was launched with Coty in 2005 and

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