Sarah Jessica Parker, star of cult TV series Sex and the City, will be appearing as the face of Gap in high streets across the world from August.
The actress, who played Carrie Bradshaw in the sassy US smash hit show, will appear in a series of print, TV and in-store marketing campaigns for the retailer.
The move is a departure for Gap, which has previously confined celebrities to single appearances.
Gap president Gary Muto 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.'
The campaign is part of an initiative to commemorate Gap's 35th anniversary.