The challenge:

Two decades after launching the brand, Kimora Lee Simmons reacquired and sought to reinvigorate Baby Phat, a global fashion icon known for bold femininity and street-chic luxury. But bringing Baby Phat back to relevance meant more than tapping into nostalgia. It required a strategic evolution to drive sales.

The insight:

With Y2K fashion back in style, Baby Phat was poised for a comeback with longtime fans and ready to introduce itself to a new generation of potential buyers. Reaching the latter audience is how we could start a broader cultural movement.

The solution:

Deep research and data modeling mapped purchasing behavior down to the ZIP code to uncover entirely new, untapped segments. We launched campaigns that reimagined Baby Phat’s attitude, blending Gen Z’s Y2K obsession with original fan nostalgia. Customers were empowered to own their style and narrative.

The results:

High-impact paid media and segmented email campaigns drove strong engagement, clicks, and conversions, surpassing fashion benchmarks. The brand now commands attention in both nostalgic and future-facing fashion spaces, bridging generations and redefining the relevance of legacy streetwear.

At the same time, Kimora’s return to TV has been greenlit. “Kimora: Back in the Fab-Lane” premieres December 2025 on E!, documenting her life as a CEO, single mother, and cultural force.

So, while we helped reintroduce Baby Phat, she’s reintroducing herself as the founder, visionary, and fashion leader she’s always been. More than a comeback, this was a reclamation.