Victoria's Secret names Adam Selman Executive Creative Director amid rebrand
Victoria’s Secret has today announced the appointment of Adam Selman as its new Senior Vice President and Executive Creative Director, effective 14 April. This marks a significant move in the lingerie brand’s ongoing transformation as it looks to reconnect with a more diverse audience.
Selman, previously the Chief Design Officer at Rihanna's lingerie brand, Savage X Fenty, is the first designer to take on the role of Executive Creative Director at Victoria’s Secret. His appointment comes after Raùl Martinez, Vogue’s Global Creative Director, served as the brand’s creative lead from December 2020 to January 2024.
The designer has a longstanding connection to Victoria’s Secret. In fact, he began his career working under Zaldy Goco, the designer responsible for creating the brand’s iconic Angel wings.
"I’m deeply honoured to join Victoria’s Secret & Co at such a thrilling and pivotal moment in its evolution," Selman told Vogue Business. "VS&Co’s brands, with their rich heritage, have long been a source of inspiration in my professional journey. One of the many reasons I was drawn to this role is our shared belief that fashion is a powerful form of personal expression and cultural conversation."
CEO Hillary Super, who previously worked with Selman at Savage X Fenty, praised his creative insight. "I am excited to welcome Adam to our team," Super said. "He is a true visionary, operating at the crossroads of fashion and culture, always attuned to today’s consumer. His creative insight, cultural understanding, and brand-building expertise are exactly what our brands need as we enter this next stage of innovation and growth."
This hire is part of a broader trend of mass-market brands seeking to refresh their identities by appointing established designers in Creative Director roles. For example, Gap hired Zac Posen in 2024, and Uniqlo brought on Clare Waight Keller last year. "Adam brings a distinct perspective at the intersection of fashion and culture, driving consistent storytelling across all touchpoints while deepening customer connections," Super added. "His vision will push us toward a more modern, culturally-relevant identity, challenging our established formulas and creating powerful cultural moments that resonate with today's consumers."
Selman’s appointment comes as Victoria’s Secret continues its multi-year rebrand, which was sparked by controversies involving former CEO Les Wexner’s ties to Jeffrey Epstein and comments made by former CMO Ed Razek in 2018 regarding trans models. These issues, along with a broader shift in consumer sentiment towards body positivity and inclusivity, led the lingerie giant to reevaluate its brand identity. Since then, the company has restructured its ambassador roster, welcoming a diverse range of models, athletes and activists.
Selman’s hire is a forward step in Victoria’s Secret’s ongoing revival, which saw its iconic fashion show make a return last year. "In the brand's ongoing evolution, Adam will serve as both navigator and visionary—honoring heritage while charting new territory," Super remarked.
In 2024, the company reported net sales of $6.23 billion (£4.87 billion) for the 52-week fiscal year. This reflected an increase of 1% compared to net sales of $6.182 billion (£4.83 billion) the year prior. Total comparable sales for fiscal year 2024 were flat. Selman is set to bring Victoria's Secret's sales back over the tipping point as it carves out a pathway for long-term growth.
