Baby Phat Returns With Forever 21 Collaboration

The Cat is BACK!

The iconic early 2000s brand has returned with a collaboration with Forever 21.

via Complex:

Per Refinery 29, the new pieces launching Thursday are actually just a preview of a full relaunch collection slated for September. The Forever 21 collab follows the pricing model the shop is known for, meaning prospective buyers who recall the brand’s 2000s heyday can score some of the first wave of the 2019 edition without totally fucking up the monies.

“It’s perfect timing for this,” founder Kimora Lee Simmons Leissner told WWD earlier this year when it was initially announced that she had purchased the brand after a deep search. “Over the past several years, we realized the brand resonates with people and lives deep in their souls.”

At the time, Leissner teased that she and the team had designs on providing a “new messaging” for young people. 

In new comments given to Refinery 29 ahead of Thursday’s reveal, Forever 21’s VP of merchandising Linda Chang touted the brand’s “iconic” status and looked forward to helping new customers discover the looks. 

“It has been an honor to work with Kimora Lee Simmons and her daughters, Ming Lee and Aoki Lee, on this project, and we can’t wait to help customers rediscover a legendary brand,” she said.

Will you be buying? Idk, im still on the fence 😋

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Kimora Lee Simmons Plans a Major Relaunch For Baby Phat

Dont call it a comeback.

Creator Kimora Lee Simmons Leissner made the announcement Friday, revealing she had personally purchased the brand from whatever company and is planning to bring it back in a major way.

via Complex:

“We had to hunt around for it,” she told WWD. “[…] It’s perfect timing for this. Over the past several years, we realized the brand resonates with people and lives deep in their souls.”

Baby Phat was a sub-label of the Phat Fashions imprint owned by Leissner’s ex-husband Russell Simmons. The brand served as the womenswear counterpart of Phat Farm, and earned more than a billion dollars in sales during its heyday. Baby Phat, along with the Phat Fashions companies, was sold to Kellwood Apparel in 2004. A couple of years later, Leissner took on the role of brand president, and held that position until 2010. The details surrounding her departure were not revealed; however, Leissner would go on to suggest that the move was not her decision. 

It’s over. It’s absolutely over. It was very abrupt and sudden. I was shocked,” she told the Daily News in 2010. “It’s very, very sad for me. It was totally unexpected.”

Leissner told WWD that the Baby Phat relaunch is scheduled for spring, and that it will deliver “mainstream sportswear” pieces for millennials. She said the inaugural collection will take cues from her personal archives, resulting in a mix of retro and modern elements.

“We’re working fast and furiously and have a lot up our sleeves,” she said.

Come thru 90s fashion!