Gap Inc. Launches 'Fashiontainment' Division Led by Pam Kaufman to Merge Fashion and Entertainment
Gap Inc. is entering entertainment with a new division led by Pam Kaufman, blending fashion with cultural content to boost brand engagement.
- • Gap Inc. creates a new 'Fashiontainment' division to integrate fashion with entertainment sectors.
- • Pam Kaufman, formerly of Paramount, appointed Executive Vice President and Chief Entertainment Officer.
- • The new LA office will enhance partnerships with the entertainment industry.
- • Despite sales growth, Gap aims to revitalize its brand through storytelling and cultural collaborations.
Key details
Gap Inc. has announced the creation of a new entertainment division, 'Fashiontainment', aiming to blend fashion with music, film, television, sports, and gaming to enhance its brand storytelling and consumer engagement. The division will be led by Pam Kaufman, who becomes Executive Vice President and Chief Entertainment Officer starting February 2, 2026. Kaufman, formerly President and CEO of International Markets at Paramount, brings extensive experience in entertainment and global consumer products. She will report directly to CEO Richard Dickson, who highlighted the significance of storytelling in fashion, stating, "Fashion is entertainment, and customers today are not just buying clothes, but brands that tell captivating stories."
To support this strategic shift, Gap will open a new office on Sunset Boulevard in Los Angeles in spring, strengthening ties with the entertainment industry and enabling innovative collaborations. This initiative covers all major Gap brands including Gap, Old Navy, Banana Republic, and Athleta. Despite showing a 2.95% sales growth to $3.942 billion in Q3 2023, Gap has faced declines in operating income and net profit, prompting diversification beyond traditional retail. The new division aims to create immersive brand experiences through cultural partnerships, content development, and licensing, inspired by successful examples like the Barbie franchise. Kaufman will split her time among offices in Los Angeles, New York, and San Francisco, while brand teams maintain creative control.
This article was synthesized and translated from native language sources to provide English-speaking readers with local perspectives.
