What: As the new “face” of the Candie’s Only brand at Kohls, Britney will follow in the footsteps of Hilary Duff and Hayden Penettiere. We guess we’ll see the pop princess, who’s recently been on the rebound, all over the place now. Pepsi flashbacks. In return for the TV spots and soon-to-be ubiquitous ad campaign, Kohl’s and Candie’s will help sponsor Brit’s tour.

What Britney Says:

“I’m so excited to be the face for Candie’s Only at Kohl’s ... Candie’s and Kohl’s are doing such great things with my tour. It’s great to work with a line that has such cool clothes and accessories.”

What We Say: For heaven’s sake, why? Is this really necessary? We thought the celeb/fashion label combo was on its way out, but maybe not. Well, at least the part-time entertainer/full-time tabloid mess isn’t claiming to design clothes. We’re not sure why any brand would want to associate with someone so notorious for their haywire fashion sense but Candie’s Only is pretty young, so this just might get little girls begging their moms to take them to Kohls. Sigh.