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Can Gap’s New Fashiontainment Chief (GAP) Really Reframe Its Brand Narrative And Margin Story?
In mid-January 2026, Gap Inc. appointed former Paramount executive Pam Kaufman as Executive Vice President and Chief Entertainment Officer, and moved to establish a new Los Angeles office to build its Fashiontainment platform across entertainment, licensing, and cultural collaborations.
This signals a push to more tightly weave Gap’s brands into music, film, sports, and gaming ecosystems by turning content, partnerships, and intellectual property into a scaled growth engine.
We’ll now...