(Cover) - EN Star Style - Demi Moore was drawn to Ann Taylor because the label combines "practicality and a sense of fun".

The Hollywood star is the new face of the fashion retailer and appears in the upcoming Fall campaign, where she was photographed by Patrick Demarchelier. Ann Taylor president Christine Beauchamp has described Demi as the ideal Ann Taylor woman due to her ability to juggle work and homelife, as well as being involved with charitable causes.

Demi has thoroughly enjoyed her work with the brand because she feels she's been able to have a real input.

"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," she told Style File blog. "My personal style is all about looking for things that are classic with a little bit of an edge, and so the pieces that I tended to gravitate toward, I think, reflect that."

Demi praised the "shift" which Ann Taylor has coordinated recently, and is amazed by how many pieces of the new collection would work for all hours of the day and night. She singled out a jumper with faux fur on it as a stand-out piece.

Over the years Demi has started to see a real change in lower-priced fashion. While she still loves designers like Lanvin, Versace and Christian Dior, she is constantly amazed by how on-trend stores like Topshop and H&M are.

"What I'm really loving, more than just singling out a single designer, because there's so many that I really appreciate, is seeing that we're moving into an ability to mix and match, like something that is Topshop, H&M, and put that with a designer piece," she mused. "There [is] an openness to our ability to be creative and also have it reflect the economic times we're in It doesn't have to cost $1,000 for it to have great fashion and style." (C) Cover Media