Victoria’s Secret has appointed Adam Selman as Senior Vice President and Executive Creative Director, as part of the lingerie company’s ongoing restructuring efforts. Selman will officially begin the role on April 14, 2025, and will be responsible for shaping the brand’s overall creative direction, including fashion, styling, public relations, and copy. This appointment introduces the first designer to hold a top creative role within the company’s executive structure.
Selman brings with him a varied design background, ranging from celebrity collaborations to mass-market branding. He most recently served as Chief Design Officer at Savage X Fenty, where he contributed to the development of the brand’s loungewear and activewear categories. His earlier career includes founding his own labels – Adam Selman and Adam Selman Sport – both of which received attention for their bold design and pop culture relevance before shuttering ahead of his move to Savage X Fenty. Before launching his namesake brand, Selman worked under designer Zaldy Goco, where he helped construct the elaborate “Angel wings” featured in Victoria’s Secret Fashion Shows.
This new position places Selman in direct collaboration with CEO Hillary Super, who joined Victoria’s Secret in September 2024 after previously leading Savage X Fenty from 2023 to 2024. Until the brand appoints a new Chief Marketing Officer, Selman will report directly to Super. Their past experience working together adds an additional layer of continuity to the brand’s evolving leadership strategy. Super described Selman as a designer with an instinctive understanding of fashion’s role in shaping cultural relevance and commercial impact.
His appointment is part of a broader executive realignment at Victoria’s Secret & Co. In March, the company named Amy Kocourek President of Beauty. Anne Stephenson, with a 25-year merchandising career across Victoria’s Secret, FullBeauty Brands, and Torrid, will become President of the core lingerie division on May 12. Ali Dillon, who has held senior roles at Gap Inc., J.Crew, and Alex Mill, will take over leadership of the Pink brand, also starting May 12. All three brand presidents will report directly to Super.
The leadership changes follow years of turbulence for Victoria’s Secret, which has attempted to reset its image in the wake of mounting criticism. The company’s former parent, L Brands, came under fire for ties between its founder Les Wexner and Jeffrey Epstein, as well as for internal practices viewed as exclusionary. Victoria’s Secret separated from L Brands in 2021 and became a publicly traded company under the ticker VSCO. The brand paused its runway show in 2019 and began reshaping its identity through the launch of the VS Collective, featuring a new roster of brand representatives aligned with inclusive values.
In parallel with the rebranding, the company pursued strategic expansion. In 2023, it completed the acquisition of direct-to-consumer lingerie startup Adore Me, aiming to modernize its digital strategy and reach younger consumers. The fashion show returned as a film concept that same year and made its full-scale runway comeback in 2024.
Financially, the company has seen modest recovery. Victoria’s Secret reported $6.23 billion in revenue for 2024, reflecting a one percent increase from the previous year. However, this remains significantly below the $11.8 billion peak in 2020. Analysts have cited intense market competition and changing customer preferences as ongoing challenges.
Selman’s ties to the brand predate his executive role. Beyond his early work with Goco’s team on the Victoria’s Secret Fashion Show, he later designed performance looks for Rihanna during her appearances at the brand’s events. His understanding of theatrical styling, combined with retail-focused experience, positions him uniquely to oversee the visual direction of the brand’s next phase. According to Victoria’s Secret, his role will span concept development across all brand touchpoints, including campaigns, product lines, and cultural collaborations.
