Gap Names Pam Kaufman Chief Entertainment Officer, Signaling a New Era of Fashion Storytelling

Gap Inc. has taken a bold step in redefining how a global fashion brand connects with culture by creating a new executive role - Chief Entertainment Officer - and appointing industry veteran Pam Kaufman to lead it. The announcement, made in mid-January, signals a strategic shift for the company’s iconic portfolio, which includes Gap, Old Navy, Banana Republic, and Athleta.

In this newly created role, Kaufman - who previously served as President and CEO of International Markets, Global Consumer Products and Experiences at Paramount = will report directly to Gap Inc. President and CEO Richard Dickson, beginning February 2, 2026. Her mandate is to build and scale Gap Inc.’s entertainment, content and licensing platform across a range of media categories including music, television, film, sports, gaming, consumer products and cultural collaborations.

The creation of the Chief Entertainment Officer role reflects a broader trend in the fashion industry where brands are increasingly blending storytelling, cultural influence and experiential content to deepen audience engagement. At Gap, the push is being called “fashiontainment” - a concept that treats fashion not just as product, but as a cultural force that intersects with entertainment and lifestyle moments. Gap Inc. plans to establish a presence in Los Angeles on Sunset Boulevard this spring to further embed the company within the entertainment ecosystem. Kaufman is expected to split her time between Los Angeles, New York and San Francisco, underscoring the importance of these creative and cultural hubs to the company’s new strategy. Richard Dickson, the CEO who has championed the move, described the philosophy behind the hire: “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.”

This approach aims to create deeper connections with consumers by turning clothing into experiences and cultural moments rather than just commodity products. Kaufman’s role focuses on developing Gap’s entertainment initiatives in harmony with brand creative teams, enabling partnerships and storytelling across platforms that go beyond traditional fashion marketing. This could include music integrations, branded content, collaborations with film and gaming, and broader licensing deals that give the brand visibility and cultural relevance in consumer spaces where audiences increasingly live and interact.

Her track record at Paramount - where she managed global consumer products, experiences, licensing and entertainment partnerships — positions her well to lead Gap’s expansion into this hybrid fashion/entertainment arena. Kaufman has previously worked on making cultural IP accessible and engaging across industries, and will now bring that expertise to one of America’s most recognized fashion houses. The move comes at a moment when Gap is actively working to reinvigorate its brands’ relevance and resonate with younger, culturally engaged audiences. Recent collaborations and campaigns that blend music, social storytelling, and pop culture - such as Gap’s partnership with KATSEYE on the Better in Denim campaign and Old Navy’s co-creative collection with Disney - hint at the potential of a more entertainment-forward strategy.

As brands continue to compete for attention in a landscape dominated by digital content and cultural influence, Gap’s appointment of a Chief Entertainment Officer underscores how fashion companies are thinking beyond traditional apparel retail - looking to narrative, experience and entertainment as key drivers for connection and growth in an increasingly crowded market.