Kimora Lee Simmons

Following the wedding Simmons set up house in New York City, but her modeling career had tapered off (by some accounts because Simmons was reported to be difficult to work with) and the new bride found herself bored. "Manicures, sleeping all day—it wasn't fulfilling," she told VIBE Magazine. "Being around someone as driven as Russell rubs off on you." When her husband started passing out Phat Farm baby tees to some of his celebrity friends to promote his menswear, Simmons took hold of the project, and in 1999 Baby Phat was born.

As the company's creative director and president, Simmons expanded the Baby Phat line beyond its humble t-shirt beginnings to include an offering of bold, high-end urban-inspired womenswear. The Baby Phat label also appears on denim separates, leather, outerwear, and handbags. Simmons received accolades for her designs as well as the highly anticipated annual Baby Phat fashion shows, which were as hip and urban as the clothing they touted.

In January 2004 the Simmons sold the apparel and licensing of Phat Farm and Baby Phat to Kellwood Company for $140 million, but they retained the rights to peripheral items such as cosmetics and fragrances. As a result 2004 was a busy year of expansion into new arenas for the Baby Phat brand. The Simmons created the Simmons Jewelry Company to market jewelry items under the Phat Farm and Baby Phat labels, which resulted in Simmons's "Diamond Diva" line of jewelry. The couple also signed a license deal with Coty, Inc., to produce fragrances under the Baby Phat by Kimora Lee Simmons brand. In the same year Simmons also partnered with Vida Shoes International, Inc. to create a new shoe line for Baby Phat to include stilettos, wedges, boots and toddler shoes, and in December 2004 she introduced a pink diamond-encrusted limited-edition Baby Phat i833 Motorola cell phone that retailed for $699.