Models / Design / Fashion Features / Forever 21 / Kimora Lee Simmons / Los Angeles

Kimora Lee Simmons Leissner Reboots Baby Phat With Forever 21

Posted On: Jun 12, 2019   |   Posted By: WWD

LOS ANGELES - “Oh, my God!”
It's a drawn-out sentence that seems to run the length of the ramp Kimora Lee Simmons Leissner rolled down as she emerged from the makeshift hair-and-makeup room to head down to the skate rink at World On Wheels in Los Angeles. Her daughters, Ming Lee and Aoki Lee, are already there, the three ready for a Baby Phat photo shoot as the brand readies for a major reboot, beginning with Thursday's launch of a Forever 21 summer capsule.
“World On Wheels has an old school, nostalgic feeling. It's current and fun and trendy and that's what this is: Baby Phat 2.0, Baby Phat reloaded,” Simmons Leissner said. “It's myself and Ming. They're not babies anymore or behind the scenes. They're front-and-center and they're helping with designs as well as the business.”
Simmons Leissner - designer, model and entrepreneur - bought back the Baby Phat by Kimora Lee Simmons brand, recognizable for its cat silhouette logo, in March for an undisclosed sum. The move...

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