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Baby Phat’s Sexy Seventies

The latest ad campaigns for Baby Phat.

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A look from Baby Phat’s fall campaign

A look from Baby Phat’s fall campaign.

Photo By WWD Staff

NEW YORK — What does Diana Ross have in common with Baby Phat?

She was the inspiration for the fall ad campaign from the hip-hop-inspired fashion brand. Creative director Kimora Lee Simmons looked to the strong and sexy icons of the Seventies, when big hair and strong voices ruled in the world of entertainment. Also a big influence on the Baby Phat collection for fall was Gia Carangi, a supermodel from the late Seventies who died in 1986 at the age of 26 after a battle with AIDS.

“Kimora wanted to portray the Seventies with the sexiness that Baby Phat is known for,” said Michelle Perez, vice president of marketing for the $70 million brand. “It’s sort of Pam Grier meets Diana Ross.”

The campaign was photographed by Steven Klein with art direction by Raul Martinez at A/R Media. It was styled by Patti Wilson, who has worked with Simmons for the past few seasons. The brand chose to take a new approach to the look of the campaign, using two models, Eva Herzigova and Brenda Costa, instead of one, as it has done in the past.

Perez said she would not discuss the company’s ad budget, but plans to launch the campaign in Hamptons magazine at the end of this month. It will then roll out into such publications as Honey, V and One World.
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