Victoria’s Secret is opening a new chapter in its history by appointing designer Adam Selman as SVP and Executive Creative Director. The change will take effect on April 14, 2025, and marks another step in the brand’s ongoing effort to refresh its image and evolve its modern design strategy.
Selman is a well-known name in the fashion industry, recognized for his fearless aesthetic and pop culture-driven creativity. Most recently, he served as Chief Design Officer at Savage X Fenty – a brand celebrated for redefining lingerie through inclusivity, authenticity, and bold design. He stepped down from the role in January 2025, leaving behind a strong creative legacy and sky-high expectations for his next move.
This is the first time Victoria’s Secret has created such a high-level creative position, which signals more than just a symbolic shift. It gives Selman the power and platform to directly influence everything from product design to marketing campaigns and brand storytelling.
Over the past few years, Victoria’s Secret has been working to distance itself from its outdated “Angels” image. The brand has introduced more inclusive casting, brought in diverse ambassadors, and begun reshaping its messaging. However, without a clear creative visionary at the helm, those efforts sometimes felt fragmented or inconsistent. With Selman onboard, that may finally change.
As Vogue Business journalist Hilary Milnes put it: “Selman brings a completely new perspective to Victoria’s Secret that could significantly impact the brand’s creative direction.”
And I couldn’t agree more. Selman has always had a unique ability to blend high fashion with commercial appeal. His designs are bold yet wearable, artistic yet accessible. In an era where consumers demand not just beauty but meaning and inclusivity, having someone like Selman in the driver’s seat could be a game changer for Victoria’s Secret.
In my opinion, this is a smart and much-needed move.
Hiring a designer with a strong voice and experience at a brand that was already revolutionizing the lingerie industry shows that Victoria’s Secret is serious about its transformation. The big question now is whether Selman can bridge the brand’s legacy with a more progressive, inclusive vision. If anyone can, it’s him.
Hiring a designer with a strong voice and experience at a brand that was already revolutionizing the lingerie industry shows that Victoria’s Secret is serious about its transformation. The big question now is whether Selman can bridge the brand’s legacy with a more progressive, inclusive vision. If anyone can, it’s him.
Exciting times are ahead. The collections, campaigns, and decisions Selman makes in the coming months could define not only the future of Victoria’s Secret – but perhaps reshape the lingerie industry as a whole.
I’ll definitely be watching closely.
Photos courtesy of Victoria’s Secret
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