Gap Inc. has taken a bold step toward blending fashion with entertainment by creating a new executive role — Chief Entertainment Officer — and appointing industry veteran Pam Kaufman to lead the effort. The move reflects the company’s evolving strategy to integrate culture, media, and storytelling into its marketing and brand experiences.

The newly established position is designed to build and scale Gap’s “Fashiontainment” platform, a strategic initiative that aims to connect the company’s iconic brands — including Gap, Old Navy, Banana Republic, and Athleta — with entertainment-driven opportunities. In her new role, Kaufman will report directly to Gap President and CEO Richard Dickson, starting on February 2, 2026.

Gap describes Fashiontainment as an approach that merges fashion, content, and cultural storytelling across multiple media channels and formats, including music, television, film, sports, gaming, and consumer products. Kaufman — formerly President and CEO of International Markets, Global Consumer Products and Experiences at Paramount — brings deep experience in entertainment collaborations, licensing, and brand partnerships that align with Gap’s ambition to deepen its cultural impact.

As part of the strategy, Gap will open a new Los Angeles–based office on Sunset Boulevard this spring to anchor its entertainment initiatives and place the company closer to Hollywood’s creative ecosystem. Kaufman is expected to divide her time between Los Angeles, New York, and San Francisco to strengthen partnerships and oversee global initiatives.

Gap’s CEO Richard Dickson highlighted that modern consumers “aren’t just buying apparel, they’re buying into brands that tell compelling stories and drive cultural conversations.” The entertainment-focused strategy is intended to help Gap build deeper emotional connections with audiences and create movements and fandoms rather than simply sell products.

Industry observers say that the creation of a Chief Entertainment Officer role underscores how fashion and retail brands are reimagining marketing to adapt to today’s cultural media landscape, where content, co-creation, and pop-culture relevance can amplify brand narratives and audience loyalty.