NEW YORK — Take one of today’s hottest models and put her in clothes from one of fashion’s fastest growing brands and the result is the new Baby Phat ad campaign.
This story first appeared in the July 11, 2002 issue of WWD. Subscribe Today.
Baby Phat by Kimora Lee Simmons will launch its new print campaign beginning with the July 19 issue of Hamptons magazine. It will run as two spreads — one side as a black and white head shot and the other side a full-body shot of model Devon Aoki in front of a blue background. After its debut in Hamptons, the company plans to roll out the remainder of the campaign in fall issues of Vibe, V, Honey, Flaunt, Blackbook, One World and Fader magazines.
Photographed by Terry Richardson and styled by Patty Wilson, the campaign features Aoki wearing pieces from Simmons’ Asian-inspired fall 2002 collection, such as a denim miniskirt and cropped denim vest detailed with a fake fur sleeve, and a sheer pastel and gold kimono top with jeans.
“We really went high end with this campaign,” said Michelle Perez, marketing director for Baby Phat. “Kimora loves Devon’s look and it made sense to use her, since we are going with the Asian-inspired feel for the campaign. She also has a very visible presence in the hip-hop community, so it’s great if people associate her with Baby Phat.”
Baby Phat, a division of Phat Fashions, is expected to reach $70 million in brand volume by the end of 2002.