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Baby Phat
Project type
Social Media, eCommerce, Paid Media
Date
August 2025
Baby Phat was poised for a comeback with longtime fans and ready to introduce itself to a new generation of potential buyers. Deep research and data modeling mapped purchasing behavior down to the ZIP code to uncover entirely new, untapped segments. We launched campaigns that reimagined Baby Phat’s attitude, blending Gen Z’s Y2K obsession with original fan nostalgia. The brand now commands attention in both nostalgic and future-facing fashion spaces, bridging generations and redefining the relevance of legacy streetwear. And while we helped reintroduce Baby Phat, Kimora reintroduced herself as the founder, visionary, and fashion leader she’s always been. More than a comeback, this was a reclamation.
