The last few seasons have witnessed a big shake-up with advertising campaigns. Gone are the 16 year old girls fronting the big brands. Instead, designers reverted back to using the 'supers' like Gisele Bundchen, Christy Turlington and Naomi Campbell, who all seemed like money well spent in today's climate in order to appeal to older women who are not the only ones with a disposable income. Case in point: last season Talbot chose Linda Evangelista to front their campaign, which marked the start of a relaunch for the brand.

However, the brand has just announced that Evanglista will not appear in their Spring/Summer 11 campaign. "Julianne Moore. I've been dying to say those two words for two months," said Talbots chief creative officer Michael Smaldone on the announcement of the new face of the brand. Many expected Evangelista to stay on at the brand for longer but it looks like Smaldone wanted something different for next season. "A lot of women recognized Linda Evangelista as a woman they knew," he explained. "The reaction was tremendously positive. We wanted it to be dramatic — we wanted it to turn a lot of heads, which it did. We were more severe on purpose … I think Julianne Moore will soften our look."