Not Just a Brand, But a Cultural Reset — Baby Phat Walked So the Girls Could Run

Photography by Michael Benabib

Intern #7 time-travels back to 2004, when Baby Phat ruled Bryant Park, denim was low-rise, and every girl had a pink cat in her back pocket.

Before I became emotionally attached to Marc Jacobs and a canvas tote, I was a Baby Phat girl with a low-rise dream and high-gloss confidence. The year was 2004. My jeans were low, my attitude was high, and my confidence? Glowing in full Baby Phat shimmer.

And at the center of it all stood Kimora Lee Simmons — the slanted-eyed beauty with porcelain skin, doll-like features, and legs longer than the line outside Lot 61. A Paris runway regular by 13, Kimora modeled for Chanel under Lagerfeld, stomped across Europe’s catwalks, and then flipped the fashion world on its side by building her own empire — unapologetically feminine, proudly Black and Asian, and designed for the girls who didn’t see themselves in traditional fashion ads.

After marrying hip-hop mogul Russell Simmons, Kimora took Phat Farm’s energy and spun it into a woman’s world — thus: Baby Phat was born. What started as a “female counterpart” soon became the main event. The logo? A sleek, chic cat. The vibe? Hip-hop glam meets high-fashion hustle. And the girls were eating it up.

Baby phat advertising was inescapable. from the pages of teen vogue, eLLE, the source and more - the ads were family oriented, classic while retaining its rich and hip-hop feel.

Baby Phat’s Bryant Park fashion shows (2003–2005) weren’t just runway moments—they were the cultural event of the season. In February 2003, the brand’s Fall show came with its own front-row VIP list: Camron, Eve, Alicia Keys, Puff Daddy, Missy Elliott—the soundtrack was as iconic as the clothes. The finale walk? Slayed by Kimora herself, hand in hand with Ming and Aoki. Instant family moment, brought to the stage.

Those crowds weren’t just watching—they were screaming. Critics at Fashion Week Daily called the 2003 show "the MOST EXTRA," and within a year Baby Phat sold for $140 million. This was no mid-tier label—it was a movement.

Then there was Lil’ Kim in 2000, closing in a sequin bikini, fur coat, and attitude that forever changed the how—and who—fashion week's runway could elevate.

Every music video from 2002–2005 had a Baby Phat moment—velour bikinis, rhinestone tees, denim that said “curve couture”—from Christina Millian to Rihanna and beyonce. This was streetwear for girls who had a story. It was hip-hop glamour for every ride or die.

“It wasn’t just a fashion show. It was a moment for the culture.”
“I used to record Baby Phat shows on VHS — that’s how serious it was.”
“When Kimora came out at the end, we screamed like it was a concert.”

baby phat fall 2003 collection (image: getty)

baby phat fall 2003 collection (image: getty)

Affordable Glam & Retail Power
Finding Baby Phat at Macy’s meant runway looks were suddenly accessible. Rhinestone tees and velour tracksuits became red-carpet‑adjacent—even if they cost less than dinner for two. Kimora hand‑picked denim, tees, and accessories to meet runway standards without the couture price tag. The cat catapulted from exclusive to universal.

Baby phat’s bags were iconic. in an era of monogram driven hand bags, baby phat ushered in a new era of luxe with gold plated purses and quilted leather wallets that simply ruled the mid 2000s.

Fragrance & Family Revival
Everybody had that Baby Phat scent in their jean pocket—Goddess, Seductive Goddess, Fabulosity. Kimora turned her legacy into liquid confidence. In 2019 she repurchased the brand, launching a relaunch with Forever 21 and later Macy’s, bringing her daughters Ming and Aoki onboard. Motherhood and Mogul ship, served simultaneously.

Baby phat’s brand expanded with a top selling beauty line with fragrance at the forefront.

Baby Phat empowered girls to strut—not just walk—through the early 2000s. It taught us rhinestones were power, gloss was attitude, and that female curves deserved center stage. Kimora didn’t just start a brand—she started a movement. And today, Baby Phat returns stronger than ever, reminding us that empowerment is eternal, iconic, and always in style.

— Intern #7, currently layering gloss, attitude, and unapologetic celebration ✨