Gap said that Parker would represent the brand throughout 2004, starting with its autumn marketing campaign, which will break in August. With Parker as the spotlight, the campaign will commemorate the 35th anniversary of Gap with ads celebrating individual style.
Parker's endorsement will go beyond appearing in a one-off ad, with Gap saying that she will work on a "variety of other projects" in collaboration with the clothing brand and retailer.
Gary Muto, president of Gap, said: "Gap has always been about individual style and no one represents this philosophy better than Sarah Jessica Parker. She looks as amazing in jeans as she does in couture. And no matter what she's wearing, she always adds her own style and flair."
Gap is planning a full-integrated campaign through its agency Laird+Partners, which will include television advertising in the US, Canada and Japan and a print campaign. The creative details have not been disclosed at this time.
Since 'Sex and the City' came to an end earlier this year, Parker has embraced the world of celebrity endorsement and is currently appearing in ads for the soap brand Lux.
The list of celebrities who have appeared in advertising for Gap is almost endless, and includes Katie Holmes, Kate Beckinsale, Dennis Hopper, Willie Nelson, film directors the Coen brothers and Cameron Crowe, and Nastassja Kinski, who appeared with her children in the 2003 Christmas campaign.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .