Baby Phat first came into existence as a publicity tool. Hip-hop mogul Russell Simmons produced tiny tees with the clever name "Baby Phat" to electrify his men's Phat Farm runway shows. When celebrities and models started wearing these tees, they became such a phenomenon that the decision was made to launch an entire Baby Phat collection.
The perfect choice was to bring Simmons' wife, Kimora Lee, on board as the creative director. Kimora has always been a celebrity, gleaning attention from both the fashion community and the music world. Baby Phat reflects Kimora's buoyant energy and her strong opinions of style lent from her experiences as a model and a hip-hop socialite.