Gap wants to prove memorable content that doubles as advertising can keep people talking about its clothes.

The fashion company, which also owns Old Navy, Banana Republic, and Athleta, is taking a bigger swing at entertainment with its latest hire. Former Paramount executive Pam Kaufman is stepping in as chief entertainment officer, a new role for the brand, according to a Gap statement released last week.

“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 President and CEO Richard Dickson.

Marketers are recognizing how memorable content impacts taste, trends, and brand preference.

• Over half (54%) of consumers discover new brands within entertainment content, rising to 78% for luxury fashion consumers, according to an Amazon Ads survey.

Gap’s retail reset

Gap has been on the rebound since its negative growth in 2023. The brand’s direct-to-consumer sales will increase 2.0% this year to reach $13.8 billion, EMARKETER forecasts.

Across its portfolio, Gap Inc. has recognized how fashion and content inform each other. Banana Republic partnered with HBO’s “The White Lotus” last year on a vacation attire line inspired by the show. Additionally, Gap produced entertainment with subdued product messaging, most notably working with girl group Katseye on a music video cover of Kelis’ “Milkshake.”

“As entertainment becomes more interactive and commerce becomes more experiential, the line between content and commerce is going to fully blur,” said AJ Vernet, senior business development executive at Hatch.IM. “Brands and streamers that embrace this will win both hearts and wallets.”

The content consumers remember

While Gap could have recruited A-list celebrity talent in 2025, the brand worked with up-and-coming names, including Katseye and singer-songwriter Sienna Spiro for a holiday campaign.

This strategy also comes through in its partnerships with lesser-known labels like DOEN and Sandy Liang, said our analyst Rachel Wolf in a “Behind the Numbers” episode.

“It’s cooler to have the up-and-coming talent in your ad…and I think that approach carries over to the brand collaborations they’ve done as well,” she said. “They may not be huge names in fashion, but they are known to the fashion in-crowd and the tastemakers. I think that has really helped Gap get back in the limelight.”

Talent first, fame second

Gap’s entertainment strategy focuses on content quality, not notoriety. Marketers who build a “personality brand” will stand out this year, said Amy Colbourn, managing director at MONOGRAM.

But that doesn’t just mean working with influencers. This could include recruiting “founders, chefs, GMs, artisans, and designers,” she said.

“Personality brands are one of the most important shifts happening in marketing right now, and [in] 2026 they will be unavoidable,” said Colbourn. “They make the shift from ‘We're a brand you trust’ to ‘We're someone you know and love.’’’

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