Gap Inc. Hires Another Ex-Paramount Exec in Push to Expand Fashion Brands to TV, Film and More

May 14, 2026 6:15am PT Gap Inc. Hires Another Ex-Paramount Exec in Push to Expand Fashion Brands to TV, Film and More

By Todd Spangler

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Todd Spangler

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Gap Inc. has enlisted former Paramount executive Lourdes Arocho as part of the retailer’s “Fashiontainment” strategy to ink partnerships for its apparel brands in music, TV, film, sports and more.

Arocho will join the company May 15 as senior VP and head of licensing, reporting to Pam Kaufman, executive VP and chief entertainment officer — who was Arocho’s former boss at Paramount. Kaufman joined Gap Inc. in February, after most recently serving as Paramount Skydance’s president and CEO of international markets, global consumer products and experiences.

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