Victoria’s Secret is preparing to step back onto the runway once again, but this time with a reimagined vision and a new creative force leading the charge.
The brand announced today that its famed fashion show will return later this year as part of its ongoing transformation. Taking creative control is Adam Selman, who was appointed Senior Vice President and Executive Creative Director in April. His involvement marks a major moment in the brand’s evolution—and a return to his roots.
Selman actually began his fashion career at Victoria’s Secret, working under designer Zaldy Goco, the mastermind behind the iconic Angel wings. Since then, he’s developed his own name in fashion, launching a ready-to-wear label and designing standout red carpet pieces—most notably, Rihanna’s dazzling see-through crystal gown worn to the 2014 CFDA Awards. He also played a key role at Savage X Fenty, where he helped introduce a size-inclusive loungewear line that stretched from XXS to 4X, reshaping how lingerie is seen and worn.
Selman’s experience—balancing style, comfort, and inclusivity—may be exactly what Victoria’s Secret needs to move forward authentically.
The brand’s most recent show took place in October 2024, marking its first major runway event after a multi-year break. The event featured high-profile appearances from models like Gigi Hadid, Tyra Banks, Adriana Lima, and Alessandra Ambrosio, alongside performances by Cher, BLACKPINK’s Lisa, and Tyla. However, some of the iconic elements—such as the Fantasy Bra and elaborate Angel wings—were noticeably absent, signaling a shift away from the over-the-top glamour that once defined the brand.
Now, with Selman steering the vision, Victoria’s Secret has the opportunity to merge the glamour of its past with today’s demands for representation and relevance. His background positions him to bring a balance of fantasy and function—where thoughtful design meets inclusive storytelling.
The date of the next show has yet to be released, but it’s clear the direction is changing. Selman’s vision promises not only eye-catching design but a deeper, more modern message. In his hands, the runway becomes a space to reflect real people, real beauty, and a broader definition of what confidence looks like.
Victoria’s Secret has faced backlash in recent years for its lack of diversity and outdated portrayals of femininity. However, recent efforts—more diverse models, leadership changes, and a willingness to evolve—suggest the brand is listening.
Selman brings not only creativity but also industry credibility. He’s known for breaking boundaries and embracing individuality. With his roots in Victoria’s Secret and his experience at a trailblazing brand like Savage X Fenty, Selman is uniquely equipped to lead this new chapter.
This comeback could be more than a nostalgic return—it might mark the beginning of a more thoughtful, inclusive era for the brand. And with the world watching, all eyes are on how Victoria’s Secret will step into its future.
