JULIANNE MOORE is no stranger to provocative ad campaigns. But this time, she’s fully clothed in an outfit from TALBOTS’ Spring 2011 line.

TALBOTS’ chief creative officer Michael Smaldone said that she was picked for the spring campaign because she “exemplifies everything we want as the face of the brand. She’s a very active, beautiful, soulful woman.”

The ads, shot in a greenhouse by Mert Alas and Marcus Piggott, reflect JULIANNE’S relationship to the 60 yearold brand.

“We have this lush, traditional setting and Julianne is in the middle of it. She’s strong, confident and very modern. And it’s very ethereal and sensual.”

JULIANNE’S classic but playful style, Michael Smaldone remarked, is also a great fit for what he calls TALBOTS’ “tradition transformed” platform.

“We want to hold on to the classic pieces, but make them relevant to a woman today. We’re not trendy, but our clothes are current and modern.”

And JULIANNE appeared to agree, walking out of the shoot with one of the outfits from the campaign.

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