By Gary Symons
TLL Editor in Chief
Gap Inc. has appointed Pam Kaufman as Executive Vice President and Chief Entertainment Officer, leading a new initiative it calls ‘Fashiontainment’.
In this newly created role, Kaufman will report to Gap Inc. President and Chief Executive Officer, Richard Dickson, starting February 2.
Gap says the role is designed to build and scale Gap Inc.’s entertainment, content, and licensing platform across music, television, film, sports, gaming, consumer products, and cultural collaborations. Kaufman and her team will be tasked with creating innovative storytelling to unlock value at the intersection of fashion and entertainment.
Kaufman will lead the development of Gap Inc.’s strategy for the Fashiontainment platform in close partnership with Gap’s various fashion brands.
“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 Richard Dickson, President and CEO of Gap Inc. “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.
“Through Fashiontainment, we are unlocking that potential to take our brands to the next level, and Pam’s discipline, deep expertise, and proven track record in entertainment and licensing make her the perfect fit to help us bring it to life.”
Kaufman is an entertainment and licensing veteran with a great deal of experience leading successful licensing teams, and with a well-established track record of extending entertainment IP into consumer products, including fashion expressions through design-led partnerships, licensing, retail and experiences.
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Most recently, Kaufman served as President and CEO of International Markets, Global Consumer Products and Experiences at Paramount. In that role Kaufman led a multi-billion-dollar organization for the Hollywood studio giant, spanning media, gaming, hospitality, licensing, retail, and live experiences across more than 170 markets.
Kaufman’s knowledge of the sector has been further enhanced by board leadership roles with Stella McCartney, Lindblad Expeditions, and the Rock & Roll Hall of Fame.
“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.
“I’m inspired to join a company that believes in people and creativity, and to help shape the next chapter of these extraordinary brands.”
Gap Inc. says it will establish a Los Angeles–based office on Sunset Boulevard beginning this spring, further embedding the company within the entertainment ecosystem. “This new hub will anchor key initiatives and reinforce that our brands and products are positioned at the center of pop culture,” the company said in a statement. “Pam will be spending her time between Los Angeles, New York, and San Francisco, underscoring the importance of these markets to our strategy and the acceleration of our Fashiontainment vision.”
Gap Inc. stresses that the Fashiontainment initiative didn’t just come out of nowhere. In fact, it builds on work already taking shape across Gap Inc.’s brands.
Some examples include Gap’s partnership in culture-shaping moments like the Better in Denim campaign featuring KATSEYE, Old Navy’s first-ever co-created collection and experience with Disney, and Harlem’s Fashion Row during the NBA All-Star Weekend.
The success of those programs has led Gap to establish content production as a key element of its global marketing and engagement initiatives.
Kaufman’s appointment is seen as key to the program, and she’ll be tasked with leveraging her relationships across the entertainment, licensing and cultural landscape to help Gap brands drive long-term growth.
The various brand teams will continue to lead creative vision, product direction, and campaigns, the company adds, while Kaufman’s new role will be focused on enabling and helping ideas travel further through the right relationships and platforms.
Gap Inc. is the largest specialty apparel company in America, owning top brands like Old Navy, Gap, Banana Republic, and Athleta.