By and  on October 7, 2005

NEW YORK — Kimora Lee Simmons believes strongly in the brands that bear her name — from her fragrance to her, um, underwear.

And Simmons, who appeared at Macy's Herald Square flagship last Friday night to promote Baby Phat Goddess, her first scent, was prepared to prove it. "I wear the fragrance, the clothes, the underwear — I wish I could show [the underwear] to you, because it's fabulous," said Simmons, who sat down with WWD in a conference room draped in pink.

She wasn't shy about hawking her other products, however. "We've just come out with fashion watches," Simmons said, pointing to a pink watch on her wrist. She is producing color cosmetics with her own company, KLS, and has just launched that line's first stockkeeping units — $16 lip glosses — on her Web site,

Simmons said she's just getting started as far as products bearing her name go: in addition to existing licenses for fragrances, jewelry, apparel, lingerie, footwear and watches, she's got her sights set on the children's market, first with a kids' fragrance.

"I told [Lancaster] that I need Baby Goddess," said Simmons, adding that her two daughters, ages three and five, clamor to be spritzed with grown-up Goddess — although she admits that it's a bit strong for the preschool set. "I'm going to work on a baby fragrance, even if you won't give it to me," said Simmons, turning to Dennis Keough, vice president of marketing for Lancaster U.S., her fragrance licensee. "It will be watered down, though. My little girls make me spray it on them, and it's so strong — but they love it."

Simmons also plans to help her husband, Russell Simmons, work on his men's fragrance, which is in development at Lancaster. "I told him, if you need help, I'm there for you," she said, adding that the scent, which her husband described recently as "spiritual," is also "a crossover scent. [I told him] I care that you're passionate about your message, but also that people get it," she said. "If I get it, everyone will get it. It is spiritual in his mind, but don't worry, it isn't kooky. It's mainstream. It's not Gandhi with a fragrance."

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