Everyone loves the 90’s so it’s no surprise that brands from that era are trying to make a resurgence. Kimora Lee Simmons, reality tv star and ex-wife of music producer Russel Simmons, is bringing back Baby Phat. She originally founded the brand in the 90’s. This time though, she has her daughters Ming and Aoki Lee helping. The 20 and 18 years old girls, are joining Kimora as the brains and faces of Baby Phat Beauty, a partnership with HatchBeauty Brands. They launched the beauty brand last week with a set of weird boudoir campaign images.
Twenty years after founding Baby Phat, Simmons has relaunched the label. Of late she’s had fashion collaborations with Foot Locker and Forever 21, but now is turning her attention to beauty. She’s no stranger to the category, though; she’s the owner of Korean spa Pellequr in Beverly Hills. However, the new endeavor merges her existing fanbase with that of a new generation, Generation Z, represented by her daughters, she said.
The trio says they are interested in representing cultural diversity. “We are excited to dive into the beauty space with a unique multigenerational perspective,” said Ming in a statement. Her sister, Aoki, added, “Brands represent more than just products in today’s world, and it’s important for us to continue to be part of cultural and beauty conversations as we forge a new path for girls who look like us.”