Gap has announced the creation of a chief entertainment officer role, with former Paramount executive Pam Kaufman stepping into the role.

The fashion retailer said Kaufman will help it build and scale entertainment, content, and licensing platforms across music, television, film, sports, gaming, consumer products, and cultural collaborations at the “intersection of fashion and entertainment”.

Gap will also establish an office on Sunset Boulevard, Los Angeles, to create a ‘fashiontainment’ hub.

“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 Richard Dickson, president and CEO of Gap.

“Through fashiontainment, we are unlocking that potential to take our brands to the next level, and Pam’s discipline, deep expertise, and proven track record in entertainment and licensing make her the perfect fit to help us bring it to life.”

Kaufman was president and CEO of international markets, global consumer products and experiences at Paramount.

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

“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. I’m inspired to join a company that believes in people and creativity, and to help shape the next chapter of these extraordinary brands.”