Gap Names First-Ever Chief Entertainment Officer

Key Takeaways

• Gap Inc. has appointed Pam Kaufman as its first chief entertainment officer to lead the development of its "Fashiontainment" platform
• The platform will focus on licensing and partnerships in the worlds of music, TV, film, sports, gaming, and more
• Gap will establish a Los Angeles office to serve as an entertainment hub
• The company aims to strengthen its foothold in the entertainment world under the leadership of president and chief executive Richard Dickson
• Gap has already launched several successful star-studded campaigns and collaborations in 2025, including partnerships with Katseye, Gwyneth Paltrow, and Disney

Introduction to Gap’s New CEO
Gap Inc. has a new "CEO" – but not the sort you might think. The company has announced the appointment of Hollywood veteran Pam Kaufman as its first chief entertainment officer, effective February 2. This move marks a significant shift in Gap’s strategy, as it seeks to deepen its presence in the entertainment world. Kaufman will be responsible for leading the development of Gap’s "Fashiontainment" platform, which will explore opportunities in music, TV, film, sports, gaming, and more through licensing and partnerships. This new initiative is part of Gap’s broader plans to strengthen its foothold in the entertainment industry, which have been in motion since Richard Dickson joined the company as president and chief executive in 2023.

Background on Richard Dickson
Richard Dickson, the architect of Mattel’s Barbie comeback, has been instrumental in driving Gap’s push into the entertainment world. Under his leadership, the company has launched several successful star-studded campaigns and collaborations in 2025. These include a viral spot featuring girl group Katseye, a campaign for Gap Studio starring Gwyneth Paltrow and daughter Apple Martin, and a nostalgic ad from Old Navy starring Lindsay Lohan. Additionally, Gap has inked cultural collaborations like a co-created collection and experience between Old Navy and Disney, and dressed stars like Laura Harrier for the Met Gala. Dickson’s experience in the entertainment industry has been invaluable in shaping Gap’s strategy, and his leadership has paved the way for Kaufman’s appointment as chief entertainment officer.

Pam Kaufman’s Background and Role
Pam Kaufman, who will report to Dickson, brings a wealth of experience in the entertainment industry to her new role. She was formerly president and chief executive of international markets, global consumer products, and experiences at Paramount. Kaufman has also held previous roles at Nickelodeon and has board leadership roles with brands including Stella McCartney. As chief entertainment officer, Kaufman will be responsible for driving the development of Gap’s "Fashiontainment" platform, which will focus on licensing and partnerships in the entertainment industry. Her expertise and connections in the industry will be invaluable in helping Gap to establish itself as a major player in the entertainment world.

The Establishment of a Los Angeles Office
As part of its push into the entertainment industry, Gap will be establishing a Los Angeles office, which will serve as an entertainment hub. This move will enable the company to be closer to the heart of the entertainment industry, and to more easily collaborate with partners and talent. The Los Angeles office will be a key part of Gap’s strategy, and will provide a base for Kaufman and her team to work on developing the "Fashiontainment" platform. The establishment of this office is a significant investment by Gap, and demonstrates the company’s commitment to its new strategy.

Recent Successes and Future Plans
Gap has already seen significant success with its recent star-studded campaigns and collaborations. The company’s viral spot featuring Katseye, for example, has been lauded online for its diversity and brand alignment. This success feels especially striking on the heels of American Eagle’s recent controversy-addled Sydney Sweeney campaign. Gap’s ability to create successful and engaging campaigns has been a key part of its strategy, and the company will be looking to build on this success in the future. With Kaufman at the helm of the "Fashiontainment" platform, Gap is well-placed to continue to make waves in the entertainment industry, and to establish itself as a major player in the world of fashion and entertainment.

Conclusion
In conclusion, Gap’s appointment of Pam Kaufman as its first chief entertainment officer marks a significant shift in the company’s strategy. The development of the "Fashiontainment" platform, and the establishment of a Los Angeles office, demonstrate Gap’s commitment to establishing itself in the entertainment industry. With Kaufman’s expertise and experience, and the company’s recent successes, Gap is well-placed to make a major impact in the world of fashion and entertainment. As the company continues to push forward with its new strategy, it will be exciting to see what the future holds for Gap and its "Fashiontainment" platform.