The legendary lingerie brand is back for another walk, but this time with a fresh twist.
After years of transformation and reinvention, Victoria’s Secret is preparing for another strut down the runway. This time, however, it’s not just about lace and wings—it’s about reclaiming relevance in a fashion world that’s changed dramatically since the brand’s heyday.
Earlier today, Victoria’s Secret confirmed that its iconic fashion show will return later this year, continuing the brand’s gradual reboot. But what’s generating even more buzz than the show itself is who’s now at the helm: Adam Selman, the new Senior Vice President and Executive Creative Director.
Selman’s appointment in April marked a symbolic return to his roots. Years ago, he began his fashion career at Victoria’s Secret, working under designer Zaldy Goco, best known as the mastermind behind the show’s mythical Angel wings. Now, after more than a decade of shaping his own identity in the industry, Selman is back—this time steering the ship.
For many, Selman is best remembered as the creative mind behind Rihanna’s unforgettable Swarovski crystal dress at the 2014 CFDA Fashion Awards. His work fuses sensuality with innovation, and his time as executive design director at Savage X Fenty helped shape a new narrative around lingerie—one that prioritized body inclusivity, comfort, and modernity.
That experience may be the key to what Victoria’s Secret needs most: authenticity and evolution.
Victoria’s Secret’s last major runway effort came in October 2024—a soft revival after a four-year hiatus. It brought back some of the magic: Gigi Hadid opened the show, Adriana Lima, Tyra Banks, and Alessandra Ambrosio returned, and stars like Cher, Lisa (of BLACKPINK), and Tyla lit up the stage with performances. But the event notably omitted the more fantastical elements that once defined the show—no Fantasy Bra, no dramatic angel wings, no over-the-top blowouts.
Now, with Selman on board, the brand has the chance to bridge the past with the present. He knows the DNA of Victoria’s Secret but also carries with him the values that shaped the modern lingerie conversation.
While the official date of the upcoming show is still under wraps, all signs point to a production that blends spectacle with substance. Selman’s resume suggests a future where fashion meets function—comfortable yet elevated intimates, dynamic storytelling, and broader inclusivity across sizes, identities, and aesthetics.
Selman isn’t just returning to the brand—he’s helping redefine it. With Victoria’s Secret trying to balance nostalgia with necessary change, his leadership could be the difference between a fleeting comeback and a true renaissance.
In a world where body positivity, gender fluidity, and conscious design lead consumer demand, Victoria’s Secret now has someone who’s walked both sides of the runway: the tradition and the transformation.
The brand has stumbled in recent years, facing backlash for outdated messaging and a lack of representation. Yet recent changes—new models, more diverse marketing, and a willingness to adapt—suggest Victoria’s Secret is listening.
Selman brings not only creative prestige but industry credibility. He’s known for bold choices, for championing comfort and individuality, and for making lingerie not just look good, but feel good. His history with Savage X Fenty—a label that has challenged Victoria’s Secret directly—makes his new role even more compelling.
The stage is set. The world is watching. And if Selman and Victoria’s Secret can find the right balance between glamour, inclusivity, and innovation, the return to the runway may not just be a show—it could be a statement.
