The campaign -- set to run in fall issues of Seventeen and Teen Vogue -- features the actress/singer/designer along with models Sophie Srej and Gracie Carvalho in Duff's line which hits retail in September.
Shot by Scott Schuman of The Sartorialist and styled by Tabitha Simmons (with Duff's input, of course!), the campaign images reference New York City street style with a "Polaroid" feel.
From the early look of things, the designs are surprisingly edgy. We especially love the gray, ombre fringed T-shirt that Srej is wearing and Duff's all black tribute to NYC style (mixing textures and shine for added impact).
Duff says the line is inspired by the "individuality of New Yorkers." And it looks like the 21-year-old blonde may also be gathering fashion notes on the Big Apple for her upcoming role on "Gossip Girl" -- she'll be playing a movie star who enrolls at NYU.
We'll be looking out for the triple threat come Sept. 14 when "Gossip Girl" kicks off its third season. Stay tuned.