Victoria’s Secret is officially bringing its famous fashion show back later this year—only now, it’s arriving with a refreshed mindset and a bold new leader behind the scenes.
The lingerie giant confirmed the return of its iconic runway event, part of its ongoing effort to redefine the brand for today’s audience. At the center of this revival is Adam Selman, the newly appointed Senior Vice President and Executive Creative Director. His arrival signals a significant shift in direction—one that merges the brand’s past with a more inclusive, forward-looking future.
Selman’s connection to Victoria’s Secret goes way back. He began his career under Zaldy Goco, the designer who created the brand’s legendary Angel wings. Since then, Selman has made a name for himself as a designer of bold red-carpet pieces—most famously, Rihanna’s crystal-embellished gown at the 2014 CFDA Fashion Awards. More recently, at Savage X Fenty, he helped expand the brand’s commitment to inclusivity, designing loungewear across a wide size range and pushing boundaries in lingerie design.
Now, he returns to a brand that has changed significantly since he first joined it—but one still looking to find its place in today’s fashion world.
The last Victoria’s Secret show took place in October 2024, marking a cautious return after a four-year break. The event brought back fan favorites like Gigi Hadid, Adriana Lima, Tyra Banks, and Alessandra Ambrosio, with musical performances from Cher, Lisa (BLACKPINK), and Tyla. But unlike the extravagant shows of the early 2000s, this one felt noticeably more grounded—there were no Fantasy Bras or oversized wings, no high-volume theatrics.
With Selman now in charge, the brand has an opportunity to strike a new balance: honoring the allure and fantasy of its past while committing to values like representation, comfort, and modern femininity.
Although no date has been set for the next show, expectations are high. Selman’s design philosophy—rooted in bold creativity and inclusivity—suggests a runway that combines visual impact with real substance. This is a chance for Victoria’s Secret to show it’s not just changing—it’s evolving with intention.
In recent years, the brand faced criticism for outdated ideals and lack of representation. But with changes in leadership, more inclusive casting, and a more thoughtful approach to its image, Victoria’s Secret appears to be listening.
Selman brings both fashion credibility and a proven track record in shaking up the lingerie space. He understands what today’s consumers value: style that doesn’t sacrifice comfort, beauty that reflects real people, and a brand that aligns with modern identity.
This isn’t just a return to the runway. It’s a chance to rewrite what the Victoria’s Secret name stands for—and to do so with someone who’s walked both sides of its story.