Gap has decided to replace Sarah Jessica Parker as the star of their advertisements, a puzzling move since she has created some of the most memorable commercials on television, essentially giving the clothing company’s products a face.
Parker danced in her Gap jeans while Lenny Kravitz performed on his guitar in one ad this summer. Recently, she is seen blissfully strolling down the streets of New York, singing.
She will be replaced by British soul singer, 17-year-old Joss Stone, in some ads.
Gap announced Monday that Stone, and some models, will be in commercials for its white denim line.
Parker was hired for three seasons, the company said, and her contract will end with her spring ads.
Stone is still unknown to a lot of people in North America, though her second album earned her three Grammy nominations, and she had a memorable performance on the award show, singing barefoot while covering a Janis Joplin song.
“While Gap will always seek partnerships with celebrities, musicians and rising stars, we don’t have any future plans to sign a single person to a multi-season deal like the unique and special relationship we enjoyed with Sarah Jessica,” the company said.
Past celebrities to be featured in ads have included Madonna, Missy Elliott and Mary J. Blige.