Gap Debuts ‘Fashiontainment’ Brand Strategy

Gap has announced its first partnership under its new ‘Fashiontainment’ (fashion and entertainment) platform. 

The company is entering a multi-year partnership with boy band Just Your Type (JYT) as part of the platform – which is designed to use Gap’s brands to create content, licensing, partnerships and experiences in order to build fandom and deepen Gap’s relationship with its customers. 

According to Gap, JYT is one of the fastest-rising new acts in music – generating more than 450 million views over the course of the past 90 days and building an audience of more than two million followers across social platforms. 

“Gap has always lived at the intersection of style, music and culture, and our Fashiontainment platform builds on that legacy by putting our brands at the centre of the stories and cultural moments people care about,” says Pam Kaufman, Gap’s Chief Entertainment Officer, who leads the Fashiontainment platform. 

“With JYT, we're drawing on the full breadth of Gap – from creative storytelling and fashion to our stores and experiences – to give audiences multiple ways into the band's world. 

“JYT embodies the mix of music, dance, personality, fashion and fandom that makes this partnership so exciting – and so distinctly Gap. Together, we can create something much bigger than a campaign.”

Partnering across interconnected experiences

Gap’s partnership with JYT is set to roll out across a series of interconnected experiences. This includes a series of social and content storytelling, with Gap and JYT creating content and activations across social media platforms. 

The company also plans to co-produce a multi-episode docuseries, which will follow JYT behind the scenes as the group builds towards music and live performance milestones to give audiences an inside look at the band. 

Alongside this, JYT will be embarking on a national mall tour in October, which will combine live experiences with fan moments and in-store activations at Gap locations. 

Gap will also be releasing a Gap x JYT collection, which has been co-designed with the band’s members. According to Gap, this channels each member’s distinct personal style into signature pieces, while the company will also be dressing JYT for select performances throughout the partnership.

Creating new opportunities for growth

This partnership makes Gap the first brand in the Gap Inc. portfolio – which also spans Old Navy, Athleta and Banana Republic – to activate the Fashiontainment platform. 

In the newly created Chief Entertainment Officer role, Pam leads this platform, alongside the company’s new Entertainment division – helping to expand how its portfolio of brands show up and shape entertainment and pop culture.

“JYT amplifies the Fashiontainment flywheel in action,” says Pam. “A docuseries co-produced by Gap, live fan experiences, a co-designed collection and activations for Encore members create interconnected touchpoints, giving consumers multiple ways to enter JYT’s world and deepen their connection with the group and the Gap brand.

“Our Fashiontainment platform is bigger than any single campaign or partnership. It brings content, licensing and strategic partnerships together with the reach of our brands, products, stores and membership ecosystem to build fandom, strengthen consumer relationships and create new opportunities for growth.”

Who are Gap’s key partners?

• Google Cloud: In October 2025, Gap announced a multi-year partnership with Google Cloud to accelerate its human-centered digitally-enabled technology strategy, with AI powering the company’s plans to reimagine retail across its iconic portfolio of brands, including Old Navy, Gap, Banana Republic, and Athleta. 
• Publicis Sapient: Gap partners with Publicis Sapient to help it shape a consumer-centric, AI-enabled operating model designed to make marketing more connected, measurable and responsive to customer behaviour.
• Microsoft: Gap and Microsoft have a multi-year strategic partnership focused on cloud transformation and joint AI research.
• Next: Next and Gap operate a 51/49 joint venture that runs Gap's e-commerce and physical shop-in-shop concessions across the UK and Republic of Ireland.