Baby Phat was launched by Russell and Kimora Lee Simmons in 1999 as a brand extension of their Phat Farm hip-hop lifestyle empire. The label embraces the girly "ghetto glam" look and is a favorite of club girls and bootylicious celebrities alike. Now encompassing jeans, cocktail dresses, handbags, outerwear, shoes, and childrenswear, the line is also known for its lavish fashion shows, so packed with rock stars they resemble official MTV events.