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Victoria’s Secret has appointed designer Adam Selman as its new Senior Vice President and Executive Creative Director, effective April 14.
Selman is the first designer to hold the executive creative director role at Victoria’s Secret. Previously, Raúl Martinez, Vogue’s global creative director, served as the brand’s creative director from December 2020 to January 2024. Selman, known for designing tour costumes for stars like Beyoncé and Katy Perry, was most recently Chief Design Officer at Savage X Fenty, Rihanna’s lingerie brand, before departing in January 2025. He also previously ran his own labels, Adam Selman and Adam Selman Sport, which closed before he joined Savage X Fenty. In his new role, he will oversee creative direction, PR, styling, fashion teams, and copywriting.
“I’m deeply honored to join Victoria’s Secret at such an exciting moment in its evolution,” Selman told Vogue Business. “The brand’s rich heritage has always inspired me, and I’m drawn to our shared belief in fashion as a form of personal expression and cultural conversation.”
Selman will report directly to CEO Hillary Super until a new Chief Marketing Officer is appointed. Super previously worked with Selman at Savage X Fenty, where she was CEO from 2023 to 2024, before joining Victoria’s Secret last September.
“I’m thrilled to welcome Adam to our team,” Super said. “He’s a visionary who understands the intersection of fashion and culture, with a keen sense of today’s consumer. His creativity and brand-building expertise are exactly what we need as we enter this next phase of growth.”
Selman’s hiring reflects a broader trend of high-profile designers joining mass-market brands. Last year, Gap brought on Zac Posen, Uniqlo hired Clare Waight Keller in September, and & Other Stories recently named Jonathan Saunders as its first Chief Creative Officer. These appointments help mid-market brands compete against luxury labels and fast fashion.
“Adam brings a fresh perspective that will strengthen our storytelling and deepen customer connections,” Super added. “His vision will modernize our brand, challenge conventions, and create culturally relevant moments that resonate with today’s consumers.”
The move signals Victoria’s Secret’s ongoing transformation. The brand faced backlash in recent years over former CEO Les Wexner’s ties to Jeffrey Epstein and ex-CMO Ed Razek’s controversial remarks about trans models. Shifting consumer values toward body positivity and inclusivity also forced the company to rethink its approach. In response, Victoria’s Secret retired its supermodel-driven fashion show, launched the diverse “VS Collective” with ambassadors like Megan Rapinoe and Paloma Elsesser, and spun off from Wexner’s L Brands in 2021 to become an independent public company (VSCO).
In March, the brand reported a 1% revenue increase for 2024, reaching $6.23 billion—still far below its $11.8 billion peak in 2020. Selman’s hiring, along with the 2023 acquisition of online lingerie startup Adore Me and the revival of its fashion show (first as a film in 2023, then returning to the runway in 2024), underscores Victoria’s Secret’s efforts to regain relevance.24. “As the brand continues to evolve, Adam will guide its future while respecting its past—balancing tradition with innovation,” Super explains.
Selman has previous ties to Victoria’s Secret: he began his career working with Zaldy Goco, the designer behind the brand’s iconic angel wings. Will Selman bring back the wings in his new role?
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