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EXCLUSIVE: Baby Phat's Spring Ads Don't Star Kimora Lee Simmons

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Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

If we hadn't name-dropped Baby Phat in the headline, would you have known which brand these ad images belong to? Honestly, it would have stumped us—mostly because this is one of the first Baby Phat ad campaigns we can remember ever seeing not starring the brand's founder, her fabulosity-ness Kimora Lee Simmons.

Looks like Baby Phat's bling-tastic days are just a distant memory. Come spring, the label takes a casual turn—with easygoing daywear and mix-and-match separates that look just as at home at brunch with the girls or out for a laid-back first date. Baby Phat's new spring collection will feature apparel, footwear, handbags, and eyewear and will hit Macy's stores and babyphat.com in the next few weeks.

UPDATE: Yes, we are aware that Simmons left the company last year. Check out our August 2010 coverage of her departure here.
· Baby Phat [Official Site]