Gap Unveils Hollywood Ambitions, Hiring First Chief Entertainment Officer

Gap is making a big push into original entertainment, hiring Pam Kaufman as executive vice president, chief entertainment officer, a newly created role.

Kaufman, a former Paramount executive, will be tasked with building the retail company’s “Fashiontainment” platform, which spans entertainment, content, and licensing across music, television, film, sports, gaming, consumer products, and cultural collaborations.

She will start on Feb. 2 and report to Gap Inc. president and CEO Richard Dickson.

Gap Inc., which owns brands including Gap, Old Navy, and Banana Republic, will also open an office on Sunset Boulevard in Los Angeles this spring. Kaufman will split her time between LA, New York, and San Francisco.

“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,” Dickson said in a statement. “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.”

Prior to Gap, Kaufman was president and CEO of international markets, global consumer products and experiences at Paramount, a role spanning media, gaming, hospitality, licensing, retail, and live experiences across more than 170 markets. She also holds board leadership roles with Stella McCartney, Lindblad Expeditions, and the Rock & Roll Hall of Fame.

Gap’s push into entertainment comes amid a marketing turnaround that has seen it revitalize its iconic dance ads from the 1990s and early 2000s and partner with celebrities including Gwyneth Paltrow and her daughter Apple Martin , Troye Sivan , and Parker Posey . Recent campaigns, such as last year’s fall denim ad starring girl group Katseye , have achieved viral fame and helped the retailer reach a new generation.

Former Mattel exec Dickson kicked off the turnaround when he joined Gap Inc. in 2023. He was followed by chief marketing officer (CMO) Fabiola Torres, and creative director Zac Posen joined in 2024.

Gap is just the latest brand to make a play for entertainment and original content.

Last August, retailer Dick’s Sporting Goods set up an in-house entertainment studio to create original unscripted series for sports fans. In October, Under Armour established its content studio, Lab96 Studios , marking a shift from traditional marketing to entertainment-driven content, per the brand.