Chat: Baby Phat Was Redeemed By The Founder Of The Pformation, "Mainstream Leisure" Re Launched.

The designer, former model and entrepreneur Kimora Lee Simmons Leissner (hereinafter referred to as Kimora Lee), celebrating International Women's day, revealed that she had bought back the Baby Phat, the American street apparel brand she founded, and will reintroduce the brand this summer.

She did not disclose paction prices and financing channels.

ups and downs

Kimora Lee founded the Baby Phat, a street dress brand that was biased towards women 20 years ago, as an extension of Phat Farm, the brand of men's wear brand Fashions Phat Fashions of the then Russell Simmons company.

At that time, Kimora Lee believed that women who like street fashion should have the carrier to express themselves, so they created Baby Phat to meet their needs.

From 2000 to 2010, she served as the creative director of Baby Phat, and later added the title of chairman.

In the early years, Baby Phat was once one of the most profitable brands of Phat Fashions, with a wide range of products and sales of over $1 billion.

It attracts consumers mainly by celebrities dressed to increase exposure and elaborate elaborate fashion shows.

In 2004, Phat Fashions, which began to decline, was sold to Kellwood, a famous clothing manufacturer in America. Baby Phat was also bought by Kellwood at the price of 140 million US dollars, while Kimora Lee continued to be the creative director of Baby Phat.

In 2005, Baby Phat and the American cosmetics company Coty launched a perfume, and extended the products to other categories, such as footwear, underwear, children's clothing, interior decoration, etc.

But after that, Kellwood's own business was also in a predicament. After frequent internal changes, Kimora Lee finally broke up with Kellwood and Baby Phat in 2010.

Conveying information in the new era

Kimora Lee says that when Baby Phat is reintroduced in the spring, it will become the mainstream entertainment (mainstream sportswear) series for the middle consumption level of the Millennials.

She plans to use her "unique personal collection" as a source of inspiration for this series, which will have fashionable retro elements and a brand new image.

She expressed the anticipation of nostalgia, which will reproduce the iconic Baby Phat diamond cat T-shirt and will add more "New Era Information".

Kimora Lee said, "we are doing our best to prepare for it. We have a lot of things to do."

Kimora Lee attaches great importance to supporting women, especially colored women.

This concept covers all the fields covered by her brand, including fashion, food, beverages, beauty and so on.

"This has always been the message I want to convey, but it has never been as important as it is now," she said.

As the mother of four children, Kimora Lee said that the main reason for wanting to return the brand was the two daughters who went to college.

"This is a great opportunity," she said.

Over the past few years, we have realized that this brand resonates with people and is deeply rooted in their souls. "

Young people like her children have a "need to convey information to the society", which is similar to the spirit conveyed by Baby Phat at its peak. Today Baby Phat can still do this.

She also said that her two daughters, the 19 year old Ming Lee Simmons and the 16 year old Aoki Lee Simmons, will help her manage the new company together.

Kimora Lee revealed that there will be some cooperation plans to restart Baby Phat, but she is currently keeping confidential the details of the cooperation.

Kimora Lee launched the Kimora Lee Simmons brand dress series in 2013, and has sales in Bloomingdale, s, Lord & Taylor, Farfetch and other department stores and retailers.

Leissne said that although she owns two brands, they will operate separately.

She said, "they are brothers and sisters, but one of them is older."

While releasing the news of re purchasing Baby Phat, Kimora Lee joined the United Nations women's agency and the gender reform and Innovation Alliance (UN Women and the Gender Innovation Coalition), while celebrating International Women's day, they proposed a new "innovation" standard to promote gender equality in the workplace.

Kimora Lee said: "participation in the work of the United Nations women's department is of great significance to me. Their work has resonated with women around the world.

What I feel most motivated is not only the organization's efforts to improve people's understanding of gender equality, but also the establishment of a practical agenda to promote practical change through innovative new standards. "