Kate Spade is launching a new ad campaign, with actress Bryce Dallas Howard channeling Mad Men femme fatale Joan Holloway. The campaign was shot in New York’s SoHo, with Howard’s curves captured by the legendary photographer Ellen von Unwerth.

This is the first celebrity campaign for Kate Spade, now owned by Liz Claiborne.

Ms Howard, who is the daughter of director Ron Howard, says she is a devoted Kate Spade fan. ‘The day I found out about being in the ads, a box of Kate Spade dishes that I had ordered completely on my own arrived at my door.’

The new director for Kate Spade reflects the vision of Deborah Lloyd as co-president and creative director three years ago, writes the Daily Mail. Sales have doubled to $185 million on her watch.

Bryce Dallas Howard starred in Twighlight, The Village and a recent Clint Eastwood film, Hereafter. This year she is starting two films The Help and 50/50. Howard is married to fellow actor Seth Gabel, and they have a five-year-old son Theo. Images follow.