Jessica Simpson -- How Ya Like Me Now?

Jessica Simpson ditched the frumpy clothing and lowered the giant handbag and let the world have a look at her new body as she went to lunch today with hubby Eric Johnson in New York City.

In her recent public outings, Jess has hid her bod under multiple layers of clothing and held her mammoth bag up close ... so no one could get a clean look before her big reveal today on Katie Couric's new show.

Looks like another Weight Watchers success story.