Gap Inc. has a new leader — and it’s not your typical choice.
On Thursday, Gap announced the appointment of Hollywood veteran Pam Kaufman as its first chief entertainment officer, set to join the company on February 2.
Under Kaufman’s guidance, Gap is launching its “Fashiontainment” platform, designed to explore the intersections of music, television, film, sports, and gaming through innovative licensing and strategic partnerships. This move will also see the establishment of a Los Angeles office, positioning the retailer as a significant player in the entertainment industry.
This appointment is part of a larger strategy by Gap to deepen its ties to entertainment, a vision spearheaded by company president and CEO Richard Dickson. Dickson, known for his role in revitalizing Mattel’s Barbie brand, joined Gap in 2023, bringing a fresh energy to the company.
In 2025 alone, Gap has rolled out eye-catching campaigns under the direction of chief marketing officer Fabiola Torres. These include a viral ad featuring the girl group Katseye, a sophisticated promotional effort with Gwyneth Paltrow and her daughter, Apple Martin, and an nostalgic campaign starring Lindsay Lohan for Old Navy. Gap has also engaged in collaborations that resonate culturally, including a unique collection developed with Disney and glamorous Met Gala ensembles worn by stars like Laura Harrier.
Kaufman, reporting directly to Dickson, brings a wealth of experience from her previous role as president and CEO of international markets, global consumer products, and experiences at Paramount. With her background at Nickelodeon and leadership positions with brands such as Stella McCartney, she is well-equipped to drive this initiative.
