Madonna’s got a new gig as the face for Gap’s new ad campaign.

Madonna, 44, hasn’t done a lot of commercials for products. She endorsed Pepsi in 1989, but the soft drink giant dropped her over the religious images in her video “Like a Prayer.” She also did an ad campaign for Max Factor in Europe.

Why is she now the face for Gap? “Why not Gap?” the entertainer’s spokeswoman, Liz Rosenberg, asked, noting that Madonna wears the clothes.

Ah, the aging celebrity: money-making in the 20s by hardly wearing any clothes becomes money-making in the 40s that requires putting clothes on.