Gap Inc. appointed former Paramount executive Pam Kaufman as its first chief entertainment officer to lead the development of its “Fashiontainment” strategy in partnership with banners Old Navy, Gap, Banana Republic, and Athleta.
Kaufman, in her nearly 30-year career at Paramount, helped develop SpongeBob SquarePants, Teenage Mutant Ninja Turtles, Emily in Paris, and PAW Patrol into lifestyle brands; orchestrate limited-edition collaborations from Crocs to Supreme; and form licensed partnerships with designers from Stella McCartney to Gucci. She was the first chief marketing officer at Paramount-owned Nickelodeon.
Kaufman will be tasked with building and scaling Gap Inc.’s entertainment, content, and licensing initiatives across music, TV, film, sports, gaming, consumer products, and cultural collaborations.
With Kaufman’s appointment, Gap Inc. is opening a Los Angeles-based office on Sunset Boulevard this spring. The office will “anchor key initiatives and reinforce that our brands and products are positioned at the center of pop culture,” Gap said. Kaufman will split her time across L.A., New York, and San Francisco.
Celebrity endorsements became a bigger deal in fashion in the latter part of the 20th century when celebrities started wearing designer duds on red carpets and increasingly lending their names to products — including Jaclyn Smith launching her own apparel line with Kmart in 1985, and Elizabeth Taylor launching her fragrance in 1987.
Gap Appears Poised to Recapture its Former Hype
The Gap chain, in its heyday, was famed for its choreographed dance ads, including ones featuring Madonna, Missy Elliott, Sarah Jessica Parker, LL Cool J, Aerosmith and Run-DMC.
The arrival this century of “drop culture,” marked by limited-time fashion capsules hyped on social media, augmented tie-in opportunities for celebrities and entertainment franchises — with many food brands and fast-food chains getting in on the action.
Gap Inc’s. recent earnings have shown some recovery with the help of trend-right product, amplified by relevant storytelling.
Richard Dickson, president and CEO of Gap Inc., earned acclaim at Mattel for reviving Barbie as a global phenomenon. He has talked about the need to make his company’s banner’s “culturally relevant.” Recent fashiontainment executions include the Gap chain’s “Better in Denim” campaign featuring KATSEYE, the Gap chain’s partnership with Harlem’s Fashion Row during 2025 NBA All-Star Weekend, and Old Navy’s first-ever co-created collection and experience with Disney.
“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 Dickson in press release. “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.”
“Gap Inc.’s brands have shaped culture for generations, creating a legacy that is incredibly powerful,” said Kaufman. “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.”
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‘ Some details of this article were extracted from the following source retailwire.com ’
