Anna Nicole Smith's 6-year-old daughter, Dannielynn Birkhead, appears in the Guess Kids spring 2013 campaign, the clothing company said.
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People.com said this marks the child's modeling debut.
Her mother was the face of the brand in 1992. She died of an accidental drug overdose in 2007 at the age of 39. Dannielynn's father is professional photographer Larry Birkhead.
"Dannielynn has the same playful spirit that her mother had on set," People.com quoted Guess creative director Paul Marciano as saying.
"She is a second-generation Guess girl."