Becoming the company's latest Hollywood connection, Demi Moore was selected for the Fall 2011 ad campaign for fashion powerhouse Anne Taylor.

The 48-year-old, who replaces Katie Holmes as the brand's face, will appear in a slew of promotional prints shot atop NYC's Rockefeller Center Gardens beginning in September.

Hearkening back to the days when she would shop the retailer's wares, Demi says she's right at home in her new role, telling press, "I feel like I’ve known Ann Taylor since I was a kid. I’ve watched the clothes move into support for the working woman."

Moore's excitement for her new gig also comes from the growth she has seen from the company, as she explained, "I look back at Ann Taylor and for quite a while, they were geared toward the working woman, a lot of suiting, and a little more conservative. I think, as we've evolved into things that literally go from working out to work to weekend, from day into night, that there has to be a combination of practicality and a sense of fun."