Katie Holmes has been tapped as the new face of Ann Taylor, succeeding Heidi Klum, in the 280-store chain’s spring advertising campaign. Developed in-house by the Ann Taylor creative team and photographed by Tom Munro, the campaign breaks in March magazines.
“I applaud women who are doing their best to be the best versions of themselves and who are working really hard. And I’m glad that there is a store like Ann Taylor that can offer amazing styles for the many different roles that women play,” Holmes, 32, told WWD exclusively.
The media buy includes fashion magazines such as Vogue, Harper’s Bazaar, Elle, Marie Claire and InStyle. Outdoor ads will go up in major metropolitan areas. Holmes is contracted to Ann Taylor for one season.
“Katie personifies the Ann Taylor brand — smart, talented, incredibly chic and living a full life with beauty and grace. We admire and respect Katie for her intellect, kindness and enduring personal style,” said Christine Beauchamp, president of Ann Taylor Stores, a division of Ann Taylor Stores Corp.
Ann Taylor declined to provide ad spend figures for the spring campaign. Parent company AnnTaylor Stores Corp., which includes Ann Taylor and Loft, spent $11.1 million on advertising in the first nine months of 2010, up from $5.3 million in the same 2009 period, according to Kantar Media data.
When it comes to posing for fashion brands, Holmes — who is married to Tom Cruise and mother to their daughter, Suri — apparently has a soft spot for affordable careerwear and casualwear. The actress modeled in the J. Crew catalogue this past fall, along with co-stars from her most recent flick, “The Romantics,” including Josh Duhamel, Malin Akerman and Adam Brody.
Previous Ann Taylor campaigns featured actresses including Milla Jovovich and Naomi Watts.