Founded by the first lady of hip-hop, Kimora Lee Simmons, Baby Phat is a fashion brand that religiously believes in the institution of 'Bling-Bling'. Emphasizing on glamour and high couture, Baby Phat is big on style and sophistication. This line of clothes is highly inspired the life style of the founder herself, Kimora Lee Simmons. A former runway model, she's currently married to hip-hop industry tycoon Russell Simmons. Kimora also has various other endeavors tucked under her belt including movie appearances, reality series, special television correspondence, award show hosting, and publications. Kimora credit's her now popular designs to her marriage with Russell Simmons, her experience as a top model, her liking towards the finer things in life and her sense of style; due to which she was able to successfully blend hip-hop styling with contemporary couture ideas. She calls Baby Phat 'the fore front of the urban luxury movement'. The Baby Phat line features denim separates, leather wear, outer wear, lingerie, jeans, jewelry, shoes, fragrances, and limited edition diamond embedded mobile phones. Kimora's latest project is a line of jewelry called the 'Hello Kitty'; which uses the Sanrio Logo of Hello Kitty throughout the line. A favorite among movie stars, music idols, and hip-hop artists, the Baby Phat line of clothing and fashion accessories has carved out a niche for itself in the market. From their infamous hip hugging jeans to their stylish T-shirts, the Baby Phat line is feminine, glamorous, swanky, luxurious and rich, offering the Baby Phat woman everything hip-hop and everything fashionably couture.