The Gap Enlists Stone for Summer Push

SAN FRANCISCO The Gap has confirmed signing teen singer Joss Stone to appear in its summer ad campaign.

The 17-year-old Stone follows in the footsteps of Sex and the City star Sarah Jessica Parker, whose contract with the company was for three seasons and has expired, per a Gap statement.

Stone will appear and sing in ads promoting white denim. Financial terms were not disclosed.

Stone, who was nominated for three Grammy Awards this year for her debut album, Mind, Body & Soul, follows recent music-centric Gap spokeswomen such as Madonna, Missy Elliott and Mary J. Blige.

Marketing is handled by independent Laird + Partners in New York. The client spends about $120 million annually on ads touting its namesake brand, per Nielsen Monitor-Plus.

In explaining the move, San Francisco-based Gap said in a statement: “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.”

—Brandweek staff report