🎬 Gap Bets Big on Beauty and Fashiontainment as It Tries to Engineer a Cultural Comeback

Retail Pivot

By Rhea LoboJan 21, 2026

Gap is stepping off the rack and onto the big screen. The retailer recently named former Paramount exec Pam Kaufman as its first chief entertainment officer in Jan. 2026, tasking her with turning CEO Richard Dickson’s “fashiontainment” vision into real moves across music, TV, film, sports, and gaming. At the same time, Gap is piloting beauty in 150 Old Navy locations, aiming at the ~$100B US market with most items priced under $25.

Gap’s “Better in Denim” campaign with KATSEYE drove billions of impressions and helped lift Gap brand comp sales 4% year-over-year.
To boost repeat purchases and larger shopping baskets, the retailer’s beauty push will expand across Old Navy, Gap, Banana Republic, and Athleta by the end of 2026, spanning skincare, makeup, haircare, nails, and fragrance.

The entertainment gamble: Dickson believes “fashion is entertainment” and sees content as the key link to building fandom and long-term growth. Kaufman brings experience turning major IP into partnerships, licensing, and retail moments. With plans to use 10K metric tons of Syre’s recycled polyester annually by the end of 2026, Gap is betting that sustainability, beauty, and entertainment can revive its cultural relevance.

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🎬 Gap Bets Big on Beauty and Fashiontainment as It Tries to Engineer a Cultural Comeback

Retail Pivot

By Rhea LoboJan 21, 2026

Gap is stepping off the rack and onto the big screen. The retailer recently named former Paramount exec Pam Kaufman as its first chief entertainment officer in Jan. 2026, tasking her with turning CEO Richard Dickson’s “fashiontainment” vision into real moves across music, TV, film, sports, and gaming. At the same time, Gap is piloting beauty in 150 Old Navy locations, aiming at the ~$100B US market with most items priced under $25.

Gap’s “Better in Denim” campaign with KATSEYE drove billions of impressions and helped lift Gap brand comp sales 4% year-over-year.
To boost repeat purchases and larger shopping baskets, the retailer’s beauty push will expand across Old Navy, Gap, Banana Republic, and Athleta by the end of 2026, spanning skincare, makeup, haircare, nails, and fragrance.

The entertainment gamble: Dickson believes “fashion is entertainment” and sees content as the key link to building fandom and long-term growth. Kaufman brings experience turning major IP into partnerships, licensing, and retail moments. With plans to use 10K metric tons of Syre’s recycled polyester annually by the end of 2026, Gap is betting that sustainability, beauty, and entertainment can revive its cultural relevance.