The new fall collection is priced between $50 to $100 and will be available exclusively on BabyPhat.com starting Sept. 29
Kimora Lee Simmons is bringing us back to the noughties.
The model-turned-fashion-mogul, 48, is gearing up to debut a new fall collection for her beloved brand Baby Phat clothing, and it's not only catering to the millennials who fell in love with the brand in the early aughts, but it's also tapping into the nostalgia trend Gen Z-ers have embraced the last couple of years.
"I call it kind of a relaunch. I just think because of everything we've been through, throughout COVID and everything, it seems like your life is always a relaunch every time you give birth to a different iteration of, you know, your baby, which this is," Simmons tells PEOPLE exclusively.
The new collection, which launches on Sept. 29, features mini cargo skirts, cute crop tops and of course, the classic velour tracksuits with the Baby Phat cat, that fans of the brand know and love. Also in the collection is another brand staple: Baby Phat denim.
"My five pocket jean [is back]. I mean, we were the originator of that, with the kind of stretch that's just very different," she says. "These days there are a couple of [brands] that have that ... but that's our classic fit, that's my classic five-pocket jean and we have it in quite a few different washes and different styles."
In some ways, the new collection is a love letter to fans of the brand, who have been diehards for decades and aren't afraid to frequently give Simmons feedback, knowing she listens. All pieces in the collection, for example, are priced between $50 to $100, a request she took to heart after fans voiced that some of her previous collections were a bit pricier.
"I pay attention to what the girls are saying when they're giving me [constructive] comments," she tells PEOPLE. "I listen to what they say, and a lot of people would, as I've been coming back, a lot of people were like, 'Oh, that's too expensive.'"
She continues, "I think that most of the girls, the family and the friends, they appreciate that because again, it's like post-pandemic prices. It's a little bit of a tough time for everybody, and people want to shop, and people want to spend and they want to buy things, they want to look nice."
And while the feedback from fans played a role in how she price-marked the new collection, she also has in-house experts in daughters Ming Lee, 23, and Aoki Lee Simmons — as well as her late best friend, Kim Porter's twin daughters Jessie and D'Lila Combs, 16 — who keep the brand fresh and accessible, as they are part of the target demographic.
"I even ask my kids about pricing and things like that because these kids, down to the twins for example, are shopping," she admitted. "They are spending money, they are consumers. And so I actually want the input of the young people around me. I very much have that and I think that helps a lot to keep it a good balance."
Never miss a story — sign up for PEOPLE's free daily newsletter to stay up to date on the best of what PEOPLE has to offer, from juicy celebrity news to compelling human interest stories.
In keeping with the theme of having her finger on the pulse of her customer, Kimora decided to launch the Baby Phat fall collection without any collaborators this time around. All pieces from the collection will be available on BabyPhat.com, exclusively. In the years since she brought the brand back, Kimora has collaborated with Macy's, Forever 21 and Puma.
"This is definitely our own offering, my own offering," she tells PEOPLE. "Even though I was very happy to do those [collabs] and I have actually a couple of exciting ones coming down the pipeline in the not-so-distant future, this is definitely my go at it myself."
Emphasizing the point, she says, "This is a direct-to-consumer [play]. I want to reach directly to my girl. I tried on every piece myself, I know the feeling, the hand of it. It's kind of like building a platform, like lifestyle bits and incorporating all things Kimora, Ming and Aoki, if you will."
As for future endeavors, as the multi-hyphenate alluded, there are collaborations with other brands to come and also a Baby Phat holiday collection on the way. Her daughters continue to follow in her footsteps as Ming Lee has "already worked on the whole next collection" and Aoki Lee — who just made her Teen Vogue debut — continues building her modeling career.
For more People news, make sure to sign up for our newsletter!
Read the original article on People.