Fashion model and entrepreneur Kimora Lee officially relaunched her streetwear brand Baby Phat, dropping the first of its fashion collection on Friday.
The collection was launched on online store BabyPhat.com with Kimora’s daughters, Aoki Lee Simmons, 16, and Ming Lee Simmons, 19, modeling the fashion line. What is being labeled the “first drop” consists of velour tracksuits, Diamond Kitty tees, wind blocker suits and hoodies.
Prices for the athleisure clothing range from $75-$300. The brand’s Instagram page was just launched, containing only a few photos of the clothing and a promo showing a cat climbing stairs.
Baby Phat plans to continue a rollout of new collections throughout the holiday season, with the second drop releasing near the end of December.
“Aoki and I grew up walking the runway at the close of our mom’s New York Fashion Week shows,” Ming Lee said in a statement. “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.”
Enthusiasm for the brand has been growing since the summer. In June, Baby Phat collaborated with Forever 21 for the release of a very special collection, selling out within 24 hours.
Kimora Lee, 44, the former wife of music mogul Russell Simmons, formed Baby Phat in 1998 as a complementary brand to Russell’s Phat Farm. At the time, the brand was being carried at nearly 3,000 stores, Macy’s being a major distributor.
In 2004, Russell would go on to sell Phat Farm and Baby Phat to the Kellwood Company for $140 million. Kimora Lee repurchased Baby Phat for an undisclosed amount.
