Kate Hudson cuts the mustard in bold yellow for new Ann Taylor campaign

Kate Hudson cuts the mustard in bold yellow for new Ann Taylor campaign

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UPDATED:

21:08 GMT, 22 March 2012

Her infectious smile and bouncy blonde waves simply scream
summer so it comes as no surprise that Kate Hudson’s new campaign for Ann
Taylor looks like a little ray of sunshine.

The maybe newlywed modeled in the womenswear label’s summer
range in an estate in Pasadena, California. The photographs were snapped during
the same soft-lit shoot she posed in for the brand’s spring 2012 campaign.

Shot by photographer Tom Munro, the 32 year-old was
announced as a spokesperson for Ann Taylor in January. Fellow actresses Demi
Moore and Katie Holmes served as the company’s spokespersons during 2011.

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Star power: Kate Hudson appears in her second round of publicity shots for womenswear label, Ann Taylor

Star power: Kate Hudson appears in her second round of publicity shots for womenswear label Ann Taylor

This is the actress's second campaign run for the company.

Several behind-the-scenes images show the bubbly star’s mega-watt
smile beaming out from behind the fussing hands of hair and make-up staff as
well as Munro’s lens.

She radiates in the candid images as much as she does
in the final polished shots.

The daughter of Goldie Hawn and actor Bill Hudson appears to
have taken to her new spokesperson role for Ann Taylor rather nicely.

Ms Hudson said in a press release about the new campaign: ‘I loved working with Ann Taylor. The summer campaign looks beautiful, sunny and chic.’

Model behaviour: The actress looks at ease in front of photographer Tom Munro's lens. Mother of two boys, eight year-old Ryder and seven month-old Bingham, she is engaged to Muse lead singer Matt Bellamy

Model behaviour: The actress looks at ease in front of photographer Tom Munro's lens. Mother of two boys, eight year-old Ryder and seven month-old Bingham, she is engaged to Muse lead singer Matt Bellamy

Showing off her flat tummy in a long, mustard dress, one
particular image suggests that the photo shoot took place before her recent
pregnancy. The actress gave birth to her second son, Bing, last July in Los
Angeles. It was her partner, Muse frontman Matt Bellamy’s first child.

Judging by this and last season’s campaigns, as well as the selection of Ms
Hudson herself, it seems the company is continuing to target a
younger demographic.

In comparison to Ms Moore's previous campaigns, which gave off a mature and certainly moodier feel, the newer campaigns could pass for that of an entirely different clothing label.

Ann Taylor has
struggled to bring in consistent sales figures in recent times.
According to WWD, it was considered the poorest player within the Ann Inc group in 2011.

All charm: Ann Taylor is hoping to broaden international sales in 2012 by by changing a few company tactics

All charm: Ann Taylor is hoping to broaden its international sales in 2012 by changing a few company tactics

Loft, another label under the company umbrella, caters for the younger market already.

It finished last year off with more positive figures.

Kay Krill, Ann Inc's president and CEO, told WWD earlier this month: 'We're focusing on maximising Ann Taylor and Loft and dipping our toes into international.'

A new formatted Ann Taylor store system, featuring improved layouts and lighting, will take effect in 2012 with 25 existing stores booked for refurbishment.

WATCH THE VIDEO: BEHIND-THE-SCENES ON ANN TAYLOR'S CAMPAIGN SHOOT WITH KATE HUDSON