For all of you who’ve only heard of the Baby Phat brand because of its association with ex-model and TV personality Kimora Lee Simmons, here’s a quick brand story for you.

Baby Phat is the women’s clothing arm of Phat Farm, the fashion brand started by Kimora’s ex-husband, Russell Simmons, which was later sold to Kellwood Company in 2004. The star of Kimora: Life in the Fab Lane was made president and creative director of Baby Phat in 2007.

Baby Phat SS'12 collection

By August 2010 however, Simmons unexpectedly announced her departure from the brand; and rumours were rife that she was booted from the company.

Replacing the former model is Italian designer Luciana Cometti, who honed her fashion credentials working at brands such as BCBG and most recently at Bebe, which is why she’s a perfect fit for the brand.

The Baby Phat line retains its signature sexy, trendy aesthetic even with Kimora gone, with perhaps a more uptown bohemian vibe. Think ruffled maxi dresses, floaty chiffon skirts, fringe bags and beaded jersey drape tops. For evening wear, expect plenty of metallic, body-con and one-shoulder dresses as well as sparkly sequined hot shorts that the party-ready set will fall in love with.

The Baby Phat brand is now available in Singapore, and its very first boutique opened at JCube on July 13, with more stores throughout Singapore lined up. Stores will open at Atrium (Plaza Singapura), Vivo City and Takashimaya Department Store come September and October.

Fans of the brand, you know where to head straight for.

Baby Phat is located at #01-27/28, JCube. For more information visit www.facebook.com/BabyPhatFashions