The anticipated success experienced by Baby Phat is surprising, inspecting the brand got its start simply as a publicity tool for a Phat Farm runway show. Phat Farm is a clothing line started by hip hop pioneer Russell Simmons and ex-wife Kimora Lee, a previous supermodel. The line was created in the 1990s and features upscale hip hop slanted styles for men.
To make a sensation during a Phat Farm runway event, cute itsybitsy T-shirts featuring the words Baby Phat were included. Practically at once female celebrities and supermodels were seen out in the T-shirts and the decision was swiftly made to inaugurate Baby Phat as a clothing line for women. Kimora was put in charge of overseeing the brands creative vision due to her years of contact modeling with elite designers such as Giorgio Armani and her affiliation with Phat Farm.
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Baby Phat launched in 1998, swiftly filling the void for glamorous and chic urban wear for women. Kimora has used her expertise as a fashion model to create a brand known for readily blurring the lines in the middle of high fashion and hip-hop style. As the director of the line, Kimora has emphasized using luxurious and lush materials to give women clothing that is sexy and sassy but still has the elegance and edge of styles seen in couture.
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Clothing in the line will work for every girl or mature woman and numerous celebrities are major fans including Lil Kim, Britney Spears, Tyra Banks, Madonna and Alicia Keys. Styles from the line have also been featured in editorial publications such as Seventeen and Vibe magazines. The line has also received praise from commerce critics for its boldness. Its runway shows are packed with a who's who list of the hottest celebrities and decision makers in entertainment.
Women have fallen in love with Baby Phat because it has embraced those with curves. Outfits are designed to flatter all body types and hip hugging jeans are one of its most recognized elements. The signature item in the collection, are its anticipated T-shirts which feature visible foil lettering, and rhinestones. The T-shirts feature a collection of necklines, sleeves and moving color patterns. Just as moving as the fashions is the brands distinctive feline logo which can be spotted in any place in the line.
Baby Phat offers much more than casual wear. Lingerie, swimwear, jumpsuits, flirty dresses, pants, skirts, sweaters and jackets allow women to take the fashions into the boardroom, bedroom or club. Ruffles, studs, moving colors and unique items such as zebra prints and extra detailing on jeans are also standard. A look at Baby Phat would not be unblemished without looking at footwear. Casual sneakers, 4 inch heels and boots with metallic designs and glittery colors are someone else signature.
Kimora has cleverly extensive the estimate of females the brand appeals too by launching a plus size line, juniors and a girls fashion line. Clothing in the plus size line is designed to fit women up to size 24 and includes much of the same embellishments and sexiness. The girls' line also provides clothing for newborns, infants, toddlers and older girls. Items often feature sequins, prints and foils but are less dramatic than those offered for adults and with looser fits and softer colors.
Currently Baby Phat is the top selling brand in urban wear for women, with yearly sales in the hundreds of millions. Kimora continues to oversee its vision and continue her quest to turn it into a unblemished marvelous lifestyle movement. To accomplish this: jewelry, sunglasses, belts, hats, socks, handbags, luggage and cell phone accessories are also sold straight through the line. The Baby Phat Goddess perfume has also been a major success.
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