Forever 21, Baby Phat and Phat Farm have teamed up for a dynamic capsule that features head-to-toe looks for the perfect winter style. The Baby Phat collection was curated by Kimora Lee Simmons, the brand’s CEO and Creative Director, as well as her children Ming Lee and Aoki Lee. The Phat Farm launch marks the brand’s re-emergence and introduction to a new generation.
“Since Forever 21 customers love our collabs, we’re excited to debut the exclusive Baby Phat winter collection and also re-introduce our Phat Farm brand just in time for the holidays,” said Kimora Lee Simmons, CEO & Creative Director.
The campaign, which will roll out across stores, e-commerce and social, will feature Kimora’s son, Kenzo Lee Hounsou. Remaining true to the identity of Baby Phat and Phat Farm, the collaboration ushers in a new chapter for the family dynasty, showcasing the up-and-coming generational talent of Kimora’s daughters and son.
“This winter-wonderland themed collection features Y2K inspired design elements that are central to Baby Phat and Phat Farm’s core aesthetic that consumers know and cherish, and reintroduces them in a fresh new way,” says Winnie Park, CEO, Forever 21.
The collections include an array of sweaters, miniskirts, snow suits, sleepwear, accessories and more, ranging in sizes of up to 3XL. Pieces range from $9.99 – $129.99 and will be available for a limited time in stores and online at www.forever21.com.
I have over 10 years of experience in the retail industry including expertise in marketing, operations, merchandising, buying, shopping and technology. I am a former senior managing director of The School of Retailing, University of Alberta. My education includes a Bachelor of Commerce Degree from The University of Alberta in Marketing, Certificate in Real Estate and a Diploma in Fashion Merchandising and Buying from LasSalle College, a Canadian private school founded in 1959 by fashion designer Jean-Paul Morin.