This whole "Lindsay embodies the Jill Stuart woman and is sexy and smart" is BS, imo. I don't think they truly believe this.
Jill Stuart hired Lindsay to do their campaign because she is pretty and a celebrity. Look how much buzz the Miu Miu ads caused. They are looking for the same publicity. [and it's working. we're on 4 pages already... if it was a model in these ads, I doubt there would be as much discussion]
However, they can't say: "We hired Lindsay so people would talk about our ads because she is famous." Instead, they say, "We chose Lindsay because she is sexy, smart, cool, etc... basically everything that we think the Jill Stuart woman is."
I like the pics from the store! Not a fan of the pic on the first page though.