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Last Updated: Wednesday, 16 July, 2003, 08:41 GMT 09:41 UK
Madonna is new face of Gap
Madonna follows in the footseps of stars such as Anjelica Huston
Singer and actress Madonna is the new face of the US clothing giant Gap.

A spokeswoman from the clothing chain said the new campaign would also star rap diva Missy Elliott and would start on 28 July.

Madonna joins a stable of celebrities including Anjelica Huston, Dennis Hopper and Macy Gray as a front person for the casual clothing label.

Media analysts are hailing Madonna's inclusion as Gap's biggest celebrity coup yet.

"This is the coolest idea. Madonna has kept her image fresh," said Mike Toth, president and chief creative director for Toth Brand Imaging, a US brand and advertising company.

Madonna has not appeared in many commercials, although she did front a campaign for Pepsi in 1989 which used her song Like a Prayer. The ad campaign collapsed after one day due to the controversial music video for the song.

Sales recovery

The Gap adverts are also expected to include tie-ins with Madonna's children's book, The English Roses, which is due out on 15 September. Madonna is currently at number two in the UK singles chart with her song Hollywood.

Gap has made a concerted effort to lure young shoppers into its stores by using celebrities in its advertising.

The clothing chain, which has suffered criticism for the way in which it produces its clothes in developing nations, has recovered after suffering a recent slump in sales.

In May it announced a significant rise in profits in its first quarter earnings to $202.5m (126m).

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