STILL trying to target that younger market, Ann Taylor? Kate Hudson, 32, replaces Demi Moore, 49, as star of new ads

STILL trying to target that younger market, Ann Taylor Kate Hudson, 32, replaces Demi Moore, 49, as star of new ads

Ann Taylor's campaigns have starred everyone from Katie Holmes to Naomi Watts.

Now Kate Hudson has been announced as the label's latest face for spring/summer 2012.

Replacing last season's face, Demi Moore, the actress, 32, who gave birth to second son Bingham last summer, was shot by photographer Tom Munro at a light-filled Pasadena estate.

Kate Hudson new face of Ann Taylor

New model: Kate Hudson is the star of Ann Taylor's spring/summer 2012 advertising campaign

Ann Taylor

Bright future: The actress poses in the brand's new neon-filled collection, due to hit stores in late February

She is seen lounging on pristine white furniture, in shifts of the lightest nudes and creams, set off by splashes of neon.

Slightly less polished behind-the-scenes pictures from the shoot, published on the Ann Taylor Facebook page, show the star laughing and gazing at the camera as Mr Munro takes his snaps.

Kate Hudson For Ann Taylor

Relaxed: Behind-the-scenes images show the star laughing with photographer Tom Munro on the shoot

It marks a colourful departure from
last season's sultry, moody look, shot by Patrick Demarchelier. and in hiring a younger star, appears
to be yet another attempt from the brand to attract a more youthful

Last month it even unveiled a street style blogger-inspired initiative aimed at attracting students as potential customers.

But rom-com favourite Ms Hudson, who is engaged to Muse frontman Matt Bellamy, is likely to give Ann Taylor far more cachet.

Kate Hudson For Ann Taylor

Strike a pose: The mother-of-two is clearly a natural in front of the camera, and looked at ease on set

Kate Hudson For Ann Taylor

Face value: Bosses at Ann Taylor say the actress 'truly embodies' its new image

In a press release accompanying the
new campaign, she said: 'I love fashion, and their new Spring collection
is so stylish and hip
and colorful!

'As a young girl I looked up to the sophisticated style of
Ann Taylor so it's been very cool to see how the brand has evolved to
meet the changing needs of modern women.

'The new Ann Taylor is not afraid to be
sexy and real – because they design for every generation. The clothes
are stylish and comfortable, easy and wearable. They really help you
look and feel perfectly put together for any occasion.'

Demi Moore

All change: Last season's campaign starred Demi Moore, and was shot by photographer Patrick Demarchelier

Bosses at Ann Taylor say they are thrilled with the new ads, and believe the actress 'truly embodies' its image now.

Kristen Dykstra, Senior Vice
President of Brand Marketing for Ann Taylor, explained: 'While she is most known as a beautiful and talented actress, she is
also a devoted mother, daughter, sister and philanthropist who manages
to do it all with a radiant smile, joie de vivre and effortless style.'