Actress Emma Roberts is the new face of Canvas by Lands’ End.

The brand’s fall campaign with Roberts, photographed by Mario Testino, launches today. “The rolling hills of Simi Valley, Calif., were the perfect, natural canvas for Testino to capture the effortless style of the new collection modeled by Roberts, who is a modern, natural beauty,” said Federica Marchionni, chief executive officer of Lands’ End.

The dreamy images depict an artist’s atelier in the middle of nowhere that is surrounded by nature, evoking the heritage of Lands’ End and its Canvas subbrand. Roberts, the niece of actress Julia Roberts and daughter of actor Eric Roberts, appears in some of the ads with Australian male model Jordan Barrett.

The fall collection is the second for Canvas by Lands’ End, which was reintroduced last April. It was originally launched in 2009 and discontinued in 2013. Among the fall women’s pieces are a wrap wool trenchcoat, an updated sheath dress, “cozy” sweaters and suiting. The men’s wear emphasizes tailoring with an athletic edge and modern slim fits and includes combat jackets, wool top coats, merino and cashmere sweaters and suiting.

According to Marchionni, compared to the regular Land’s End line, the Canvas by Lands’ End collection is geared to reach a younger and more fashion-conscious consumer with a strong desire to express their personal style.