H&M has named Aneta Pokucinska as managing director of North America and general manager, U.S.

She has been with H&M for more than 20 years. Her international experience spans retail operations, commercial strategy and business transformation, leading multiple diverse teams across markets.

Since July, Pokucinska has been managing director for North America. Previously, she was regional manager for H&M’s business across Americas, North East Asia and East Asia. She has also held global leadership roles including global head merchandising and head of business transformation.

In her dual role as managing director of North America and general manager U.S., she will focus on strengthening market performance, elevating the customer experience and supporting the continued development of the business across the U.S. and Canada. As managing director, she will serve on H&M’s executive management team and report to H&M group chief executive officer Daniel Ervér.

“I’m honored to make on these expanded responsibilities and help shape the future of H&M across North America. Our success is driven by our customers and our teams, and our ability to continuously evolve. Together, we will strengthen our market position, elevate the customer experience and deliver growth across both the U.S. and Canada,” said Pokucinska.

In other H&M news, the retailer has selected Elie Saab for its next designer collaboration.

Saab, based in Beirut, gained recognition for his refined bridal creations. He went on to become one of the first international members of France’s Chambre Syndicale de la Haute Couture.

The Elie Saab H&M collection reflects the brand’s contemporary vision, as well as its house codes. It encompasses womenswear, menswear and a range of accessories, including footwear. Highlights are embellished gowns, separates and sharply cut tailoring. Details include fine lace, gradient sequins and signature monograms.

“We are thrilled to announce this landmark collaboration with Elie Saab. Mr. Saab is a designer we have always respected — the journey from master of bridal wear in Beirut to the center of Paris fashion is an amazing, rich story and we are so excited to be exploring his world. Our customer can expect a magical, ornate and glamorous collection,” said Ann-Sofie Johansson, H&M creative adviser and head of design, womenswear.

Elie Saab, chairman and chief creative officer, said, “This collection is created for all who admire the world of Elie Saab, and I hope it will be embraced with the same enthusiasm it was created with. I am very happy with this collaboration and with the way we worked together with the H&M team to bring the collection to life. It has been a truly collaborative and inspiring process. Each piece has been created with care and dedication, bringing together a complete wardrobe that speaks to every moment of a woman’s life.”

The Elie Saab H&M collection will launch in select stores and online on Oct. 22.