Inside Forever 21 Partnership With Baby Phat

Retail News

Forever 21, a leading fashion retailer, has recently launched a limited-edition holiday collaboration with iconic streetwear brands Baby Phat and Phat Farm. The partnership aims to bring head-to-toe winter styles that cater to millennials and Gen Z consumers.

The Baby Phat collection was curated by Kimora Lee Simmons, the brand’s CEO and Creative Director, along with her children Ming Lee and Aoki Lee. This collaboration also marks the re-emergence of Phat Farm, which was founded in 1992 by Russell Simmons and is credited for pioneering the hip-hop look.

The exclusive Baby Phat winter collection and the reintroduction of Phat Farm come just in time for the holidays. The winter-wonderland themed collection features Y2K-inspired design elements central to both brands’ core aesthetics. Winnie Park, CEO of Forever 21, expressed excitement about the collaboration, which showcases the up-and-coming generational talent of Kimora’s daughters and son, Kenzo Lee Hounsou, who will be featured in the campaign.

Kimora Lee Simmons Leissner, who bought back Baby Phat in 2019, is thrilled to introduce the brand to a new generation that didn’t get a chance to experience its first run. The collaboration with Forever 21 allows Baby Phat to continue supporting women, especially women of color, while mixing aspiration and accessibility. The collection includes an array of sweaters, miniskirts, snow suits, sleepwear, and accessories, ranging in sizes up to 3XL and priced between $9.99 and $129.99. The limited-edition pieces are available in stores and online at http://www.forever21.com.

Forever 21 aims to inspire customers by providing a captivating and exciting store environment with a never-ending flow of fun, on-trend fashion at great value. With this collaboration, the brand continues to strengthen its positioning as today’s preferred destination for fashionable consumers.