Gap Inc. has hired Justin Breton, a former Walmart marketing executive, as its new vice president of development to lead original content creation across its brand portfolio. He starts on 31 August and will report to Pam Kaufman, the former Nickelodeon and Viacom executive who became Gap's first chief entertainment officer in February, as part of the retailer's "Fashiontainment" strategy to boost its cultural profile.

The Fashiontainment initiative, launched by Gap chief executive Richard Dickson, spans the Gap, Old Navy, Banana Republic and Athleta brands, aiming to build fan engagement through original shows, characters and social media content. Breton will oversee the development process from pitch to greenlight, working with agency CAA and industry producers and studios. He spent six years at Walmart, where he led projects including "Camp by Walmart" and a Roblox commerce tie-in, and previously worked at Squarespace, Foursquare, Condé Nast and Hearst.