Fashion brand Mango has appointed the former chief executive of H&M Helena Helmersson as a new independent member of its board of directors, the company's highest decision-making authority.

Mango said the move, decided by the board last week, further supports the company’s model towards a more structured and expert-led management approach, which it has been steadily developing in recent years.

Helmersson has over 20 years of international experience in the fashion industry and spent several years working at the H&M Group. She held several roles at the fashion retailer and worked as chief executive from 2020 to 2024 leading sustainability, production, and global operations.

Helmersson is also chairwoman of the board of recycled material company Circulose and board member of footwear retailer On Holding AG and digital training platform Quizrr.

Mango said her international background and experience at H&M brings a strategic perspective to Mango’s governing body.

"We are welcoming an exceptional professional whose vast international perspective and extensive experience in the fashion industry will undoubtedly propel us to new heights,” said Toni Ruiz, chairman and chief executive of Mango. “Her expertise and visionary approach are invaluable assets that will enrich our leadership team and drive our global ambitions forward."

Earlier this month, Mango launched a generative AI (genAI) powered fashion assistant to help shoppers discover and combine clothes.

Mango Stylist uses algorithms to understand the context and personal taste of each user in order to make product recommendations tailored to their preferences.

Additionally, the assistant gives customers the opportunity to explore the latest trends and discover Mango product combinations and complete looks through chat in across its e-commerce site and the brand's Instagram account.

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