Troubled Forever 21 is bringing on Marisa Thalberg, Taco Bell‘s former global chief brand officer, for a short-term project to revitalize the fast fashion retailer’s brand, the company announced on Monday.
While at Taco Bell, Thalberg previously worked with Forever 21 in 2017 when the two companies collaborated on an apparel line, the Forever 21 x Taco Bell Collection, which included branded items such as a Taco Bell “Born Saucy” bodysuit.
Thalberg, who is currently a strategic advisor to Yum! Brands—which include Pizza Hut, KFC and Taco Bell—is working directly with the retailer’s executive vice president, Linda Chang, on shifting the brand’s position and purpose.
“Marisa’s experience in brand positioning and strategy is an invaluable resource as we transform our brand identity,” Chang said in a statement. “She has an incredible reputation for inspiring teams to take brands to new heights of cultural relevance and business performance, and we look forward to working closely together to do just that.”
Forever 21, known for selling trendy clothing at cut-rate prices, filed for bankruptcy protection in late September.