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Gap Inc. has a new “CEO” — but not the sort you might think.
Gap announced on Thursday that Hollywood veteran Pam Kaufman is joining the company as its first chief entertainment officer on Feb. 2, Gap announced on Thursday.
The development of Gap’s “Fashiontainment” platform under Kaufman will include a deeper dive into the worlds of music, TV, film, sports, gaming and more through licensing and partnerships. As part of this shift, the retailer will also be establishing a Los Angeles office which will serve as an entertainment hub.
The appointment is part of Gap’s broader plans to strengthen its foothold in the entertainment world, which have been in motion since Gap Inc. president and chief executive Richard Dickson — the architect of Mattel’s Barbie comeback, which culminated in the release of the blockbuster film — joined the company in 2023.
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In 2025 alone, the company rolled out several star-studded campaigns under chief marketing officer Fabiola Torres, including 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. As well, Gap 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.
Kaufman, who will report to Dickson, was formerly president and chief executive of international markets, global consumer products and experiences at Paramount. As well as previous roles at Nickelodeon, she also has board leadership roles with brands including Stella McCartney.
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With Katseye, Gap Lands Its Most Viral Ad Yet
The girl group-starred spot, focusing on the brand’s denim assortment, has been lauded online for its diversity and brand alignment. Its success feels especially striking on the heels of American Eagle’s recent controversy-addled Sydney Sweeney campaign.
