In early 2004, shortly after the last season of Sex and the City wrapped up, Parker signed a $38 million contract with the Gap. It was the first multi-season contract in the clothing company's history, in which Parker was to appear in their upcoming fall ads, and continue until the Spring of 2005. The endorsement sparked many levels of criticism from the public; the glamorous, urban-chic fashionista that her character Carrie Bradshaw has branded her with, was ironic considering the Gap maintains an image that does not promote high-end fashion. Wendy Liebmann, President of WSL strategic Retail, suggested that the Gap "felt the need for an iconic but contemporary face to represent [themselves]. . . . they were perhaps feeling a little insecure, a little in need of some high luster around the brand". However, the ad campaigns were a success, and Parker had given the Gap a new, fresh face that appeared in many commercials, online and print ads, and other promotions.