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Her days designing the Baby Phat clothing line may be behind her, but Kimora Lee Simmons is attempting to bring her brand of “fabulosity” with her into her new role as president and creative director of the Manhattan Beach-based online accessories retailer Just Fabulous.
The members-only website, offers participants an accessory each month for $39.95. Items are filtered by the results of an online personality quiz and are curated for each customer by a team of style experts led by celebrity stylist Jessica Paster. Members can opt to skip months or order additional items.
The main attraction? The shoes, which range from classic, pointy knee-high boots to more outrageous platform stilettos. There are also handbags that seem to take design cues from current trends and a newly added jewelry line, debuting Oct. 1, which Simmons designed.
This move to an online retail space doesn’t seem to limit Simmons, who is quite savvy about social media. She is an investor in the website, and her Twitter following is hovering around the 800,000 mark. She looks at justfab.com as another way to reach the fan base she’s built during the Baby Phat years and from her reality show, “Life in the Fab Lane,” on the Style Network (where she is also style editor).