Gap Inc. leans into ‘fashiontainment’ with Pam Kaufman as chief entertainment officer

California, United States – Gap Inc. has created a new chief entertainment officer role, appointing Pam Kaufman as executive vice president to lead the company’s expanding entertainment, content, and licensing strategy.

Effective 2 February, Kaufman will report to Gap Inc. president and chief executive officer Richard Dickson and oversee the development of the group’s ‘Fashiontainment’ platform, spanning music, television, film, sports, gaming, consumer products, and cultural collaborations. 

The move signals Gap Inc.’s next phase of momentum as it broadens how its brands engage audiences through storytelling at the intersection of fashion and entertainment.

As part of the strategy, Gap Inc. will establish a Los Angeles–based office on Sunset Boulevard from this spring, embedding the business more deeply within the entertainment ecosystem. 

Kaufman will split her time between Los Angeles, New York, and San Francisco, reflecting the importance of these markets to accelerating the company’s Fashiontainment vision.

The appointment builds on initiatives already underway across Gap Inc.’s portfolio, including Gap’s Better in Denim campaign featuring KATSEYE, Old Navy’s first co-created collection and experience with Disney, and partnerships with Harlem’s Fashion Row during NBA All-Star Weekend.

“Fashion is entertainment, and today’s customers aren’t just buying apparel, they’re buying into brands that tell compelling stories and drive cultural conversations,” said Richard Dickson, president and CEO of Gap Inc. 

He emphasised, “As we reinvigorate Gap Inc.’s house of iconic American brands to drive relevance and revenue, we recognize entertainment is a critical link to the consumer. One we can lean on to create fandoms, inspire movements, and fuel sustained growth. Through Fashiontainment, we are unlocking that potential to take our brands to the next level, and Pam’s discipline, deep expertise, and proven track record in entertainment and licensing make her the perfect fit to help us bring it to life.”

Elaborating on how Gap Inc. has influenced culture for generations, Kaufman underscored, “What excites me most is the opportunity to build on that foundation, thoughtfully expanding how these brands connect with people through partnerships and experiences over time. I’m inspired to join a company that believes in people and creativity, and to help shape the next chapter of these extraordinary brands.”

Kaufman brings extensive experience scaling culturally relevant brands across entertainment, fashion, and consumer products. 

Most recently, she served as president and CEO of International Markets, Global Consumer Products and Experiences at Paramount, overseeing a multi-billion-dollar operation across more than 170 markets. 

She also serves on the boards of Stella McCartney, Lindblad Expeditions, and the Rock & Roll Hall of Fame.

In her new role, Kaufman will focus on leveraging entertainment, licensing, and cultural partnerships to help Gap Inc.’s brands extend their reach and drive long-term growth, while brand teams continue to lead creative vision, product direction, and campaigns.