ANN TAPS KATE: Ann Taylor is going blonde this season, tapping Kate Hudson as the face of its new spring 2012 campaign. She succeeds Demi Moore and Katie Holmes, who were the faces of the brand’s 2011 campaigns.

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

This story first appeared in the January 18, 2012 issue of WWD. Subscribe Today.

The campaign will break in print, outdoor, online and in Ann Taylor windows in February. The company declined to comment on the total media spend. In the first three quarters of 2011, Ann Taylor spent $14.3 million on advertising, according to Kantar Media figures.

The ads were shot by Tom Munro at a Pasadena, Calif., estate and feature Hudson in a series of softly backlit interior portraits.

“Kate is a dynamic woman who truly embodies the new Ann Taylor,” said Kristen Dykstra, senior vice-president of brand marketing for the Ann Taylor division of Ann Inc. “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.”

Hudson will next be seen in the film “A Little Bit of Heaven” later this spring.