Can Kimora Lee Simmons Turn JustFab into a Lifestyle Brand?

Can Kimora Lee Simmons Turn JustFab into a Lifestyle Brand?

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Kimora Lee Simmons is determined to turn into a full-fledged lifestyle brand the only way she knows how: by showing you first hand how it’s done.

Last night, Kimora: House of Fab, her latest foray into reality television (she prefers the term docu-drama) premiered on the Style Network. The show will chronicle the day-to-day operations of the e-commerce fashion brand as Kimora and co. try to turn it into a household name.

In 2011 JustFab co-founders, Adam Goldenberg and Don Ressler, tapped Simmons to be the president and creative director of the online accessories retailer hoping that she’d bring her midas touch.

Simmons, a former supermodel-turned fashion designer built and sold her Baby Phat brand in 2004 for a reported $140 million dollars before exiting the company a few years later. She then went on to grow her personal lifestyle empire into a juggernaut built around the aesthetics and characteristics of a word she made up: fabulosity

Kimora Lee Simmons JustFab
Kimora: House of Fab airs Wednesday nights at 9pm on the Style Network

The word itself may not be in the dictionary (yet), but the work that she’s done and millions of dollars in value that she’s created through her various fashion lines, beauty products, perfumes, books and television shows is very real and will surely earn her a spot in the fashion history books.

Because Simmons epitomizes glamour and fabulosity, it makes perfect sense for her to have the role that she does at JustFab. I mean the word ‘fab’ is in the brand name. Can’t get any more perfect than that.

And I think doing a reality show that shows what goes on behind the scenes at the company is a great way to connect with current JustFab members and sway skeptics who may have been cautious about signing up for the membership service.

All in all, I think this is a great look for everyone involved and the show* (and company) will definitely be one to watch.

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Photo Credit: JustFab/Style Network

*The breakout star of the show is definitely Johnny Anastacio, JustFab’s senior graphic designer.