Baby Phat by Kimora Lee Simmons, founded in 1999 as a womenswear offshoot of Russell Simmons' Phat Farm, quickly became a definitive brand of the early 2000s under Kimora Lee Simmons' creative vision. Disappointed by initial samples, she envisioned a brand "for women, by women," especially women of color, initially featuring low-rise designs and its iconic rhinestone cat logo.

The brand rapidly gained pop culture prominence by embracing Black culture and strategically marketing directly to consumers through influential hip-hop artists, rather than traditional fashion channels. Its first solo show in 2000 at New York Fashion Week was even streamed live to Times Square, showcasing its innovative approach.

Under Kimora's leadership as President and Creative Director from 2000, Baby Phat blossomed into a comprehensive lifestyle brand, expanding to include denim, accessories, footwear, and fragrances. This rapid growth led to immense financial success, with revenues soaring to $265 million by 2002 and a billion-dollar valuation.

In 2004, The Kellwood Company acquired Baby Phat, but Kimora remained at the helm, driving successful partnerships with companies like Motorola for a branded phone and Coty Inc. for popular fragrances such as Baby Phat Goddess. After a period of dormancy, the influential brand made a highly anticipated return, re-launching in December 2019.