Looks like the Material Girl’s new material is denim. On Tuesday, the Gap confirmed that Madonna and Missy Elliott will be spokeswomen in a fall ad campaign, one that will feature commercials set to Madonna’s 1985 hit ”Into the Groove.” The campaign launches July 28, a Gap spokeswoman said. There will also be a tie-in with the gap-toothed singer’s upcoming children’s book, ”The English Roses,” due out Sept. 15.
Madonna may be better known for singing ”Vogue” and wearing Versace or Gaultier (or nothing at all) than for casual wear, but she’s apparently long been a fan of the Gap. Her song ”Sky Fits Heaven” (from 1998’s ”Ray of Light”) even bears lyrical similiarity to a verse recited by poet Max Blagg in a 1993 Gap commercial. Besides, she’s done a few endorsements before, notably, Pepsi and Windows XP. As her spokesperson Liz Rosenberg told the Associated Press, ”Why not Gap?”
Of course, Pepsi scrapped Madonna’s ad campaign when a furor arose over her racy and (in the view of some) blasphemous video for ”Like a Prayer.” Could controversy over her recent ”American Life” video, which the singer herself kept from circulation over protests that it was unpatriotic, prompt similar trouble for the Gap? The group Patriotic Americans Boycotting Anti-American Hollywood has already launched a letter-writing and e-mail campaign against the Gap for associating with Madonna, though the Gap told E! Online that it was not yet aware of such a campaign.