NEW YORK — Separation or not, Russell and Kimora Lee Simmons are clearly still family.

The couple, who revealed their decision to separate last March, are committed to family and business — a clear vision that can be seen in their new ad campaign for Phat Fashions. The ads, which celebrate 15 years in business, showcase the family in a collage of snapshots, photographed by Carter Smith at Oheka Castle in Huntington, N.Y. They show Russell, dressed in a suit from Russell Simmons Collection, and Kimora in KLS Collection (with one of her five dogs, Zoe) in a picnic-like setting, and a shot of their daughters, Ming Lee, seven, and Aoki Lee, four, dressed in Baby Phat Girlz. Various other shots showcase all the Phat Fashions brands and product categories. The ads were created by Richard Christiansen, creative director of the advertising firm Chandelier here.

“It really is a hodgepodge of thoughts, time and growth,” explained James Campbell, director of advertising and marketing at Baby Phat. “It is a salad bar of emotions. What better way to show 15 years of ups and downs, highs and lows — a struggle to get where you’re going — and then the idea of a family? A family signifies all of those things.”

Subtle elements of the Simmons’ dedication to their family and business are seen in the ad; a note in the top left corner reads, “The first family of hip-hop celebrates 15 years of invention, style and fabulosity. Peace. Love. Respect.” The words, Campbell said, are Russell’s, but written in Kimora’s handwriting, to bring a more personal feeling to the campaign.

The Phat Fashions ads will start rolling out in the March issues of Vanity Fair, Teen Vogue, Glamour, Harper’s Bazaar, Seventeen, Vibe, XXL and Visionaire. There will also be billboards here and in Los Angeles and other major cities, and on mall kiosks and taxi tops. The company, which declined to divulge the spring ad budget, also has created a pamphlet to be passed out by a “street team.”

This story first appeared in the January 25, 2007 issue of WWD. Subscribe Today.

load comments
blog comments powered by Disqus