The 49-year-old actress, most recently seen posing nude for Bulgari, is Talbots's Spring 2011 campaign star, StyleList has learned exclusively.
"Julianne Moore. I've been dying to say those two words for two months," chief creative officer Michael Smaldone tells StyleList.
"What I love about Julianne Moore is that she's a natural beauty -- she's a true American beauty. She will make our brand feel modern, which is what the 40-ish woman is. She's effortless -- an effortless beauty."
Moore will be shot by photographers Mert Alas and Marcus Piggott in New York later this week. The images will appear in Talbots's catalog, stores, and advertising campaign.
Mert and Marcus also shot the company's Fall 2010 campaign, which featured '90s supermodel Linda Evangelista and was considered a bold move in the company's relaunch strategy.
"A lot of women recognized Linda Evangelista as a woman they knew. 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," Smaldone explains.
"I think Julianne Moore will soften our look and speak to the customer in the same way."
Speaking of mature women in ads, check out Helen Mirren's promo for Nintendo Wii Fit.