New York, Mar 4 : Pop diva Britney Spears has become the new face of the apparel brand Candie''s.

The 27-year-old star will appear in print and TV ads for Candie''s, endorsing company''s apparel, footwear, accessories and skivvies, among other items.

The brand bosses insist they have no qualms about her rocky past, and hopes to bank on her bright future.

"Everybody loves a comeback and nobody''s doing it better than Britney," Dari Marder, chief marketing officer for the brand," The New York Daily News quoted Dari Marder, chief marketing officer for the brand as saying.

"She''s just poised for even greater success," Marder added. (ANI)