Marie Lodi
March 11, 2019 1:38 pm

In what might be the best news we have heard recently, 2000s fashion label Baby Phat is making a comeback. The announcement was made by the brand’s founder, Kimora Lee Simmons Leissner, on International Women’s Day.

Launched in 1999 as a spinoff of her then-husband Russell Simmons’s Phat Farm label, Baby Phat was a celebration of the aughts’ penchant for extravagance: obnoxiously pink clothing, rhinestone-studded everything, and baby tees with ironic slogans. Baby Phat fashion shows featured the who’s who of 2000s Hollywood: Paris Hilton, Brittany Murphy, and Ashlee Simpson-Ross. Lil’ Kim even walked the runway wearing a fur-trimmed, floor-length coat and see-through lingerie.

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One of the brand’s most memorable products was a baby-pink Motorola flip phone, as featured in this now-iconic photo of rapper Cam’ron.

Djamilla Rosa Cochran/WireImage

Kimora reacquired the Baby Phat label (which was sold in 2004) and is relaunching the brand this summer. This time, she’s bringing her teenage daughters, Ming and Aoki, on to help. “Here we are again, 20 years later in 2019, and now [my daughters] are with me taking the reigns,” Kimora told People. “This is a woman-owned company, run by me and my daughters. I’ve been in fashion for 30 years. But now it’s about passing the torch from one to the next.”

The label was poised for a comeback. The past couple of years have seen a resurgence in 2000s-era fashion, with brands resurrecting some of their most popular pieces from the time, such as Juicy Couture’s velour tracksuits and the Dior saddle bag. Hip-hop streetwear brand FUBU has also returned to the retail market.

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According to Refinery29, the relaunch will include brand-new categories, accessories, and some of Baby Phat’s signature pieces. We’ll definitely be crossing our fingers and toes for that baby-pink phone.

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