Kulle, who worked at the Swedish fast-fashion giant for more than two decades, will take over as Forever 21’s chief executive, according to the brand’s new owner Authentic Brands Group (ABG).

German-born Kulle was hailed a “well-respected, progressive fashion executive,” by ABG chief executive Jamie Salter, and will be tasked with modernising the brand’s content and social media strategies.

He will also work with the brand’s leadership to “evolve Forever 21’s sustainability initiatives” and focus on “re-energising core product categories, and integrating those offerings into the Forever 21 shopping experience both in-store and online”.