Paramount alum Pam Kaufman to spearhead ‘fashiontainment’ push at Gap

US-based apparel giant Gap has hired former Paramount exec Pam Kaufman as executive VP and chief entertainment officer as it looks to push further into the content space via what it is calling “fashiontainment.”

Pam Kaufman

In her new position, Kaufman, who left her role as Paramount’s president and CEO of international markets, global consumer products and experiences, at the end of 2025, will be responsible for developing the strategy for Gap’s “fashiontainment platform.”

Kaufman will be tasked with building and growing Gap’s entertainment, content and licensing platform across music, television, film, sports, gaming and consumer products.

Gap added she will “[champion] innovative storytelling to unlock value at the intersection of fashion and entertainment.” Kaufman will report to president and CEO Richard Dickson, who joined Gap in 2023 from Mattel.

The newly created role begins on February 2, with Gap set to launch an LA office in the spring, as it looks to become further embedded within the entertainment space. Kaufman will split her time between LA, New York and San Francisco.

“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 Dickson.

“As we reinvigorate Gap Inc.’s house of iconic American brands to drive relevance and revenue, we recognise entertainment is a critical link to the consumer. One we can lean on to create fandoms, inspire movements, and fuel sustained growth.”

Kaufman added: “Gap’s brands have shaped culture for generations, creating a legacy that is incredibly powerful. 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.”