Adam Selman, New Executive Creative Director of Victoria’s Secret

Adam Selman joins Victoria’s Secret as Executive Creative Director, marking a new era of renewal and inclusive vision.

Victoria’s Secret has appointed designer Adam Selman as its new Senior Vice President and Executive Creative Director, as part of a restructuring aimed at renewing the brand’s identity. Selman will officially take up the role on 14 April 2025 and will lead the overall creative direction, including fashion design, campaigns, styling, and communication.

With a diverse career, Selman has worked with celebrities, founded his own brands, and most recently served as Design Director at Savage X Fenty. There, he developed casual and athleisure collections, bringing a modern and inclusive vision that he will now bring to Victoria’s Secret. His connection to the brand is not new: he previously collaborated on creating the iconic “angel wings” for the company’s fashion shows.

Selman will work directly with CEO Hillary Super, who also comes from Savage X Fenty, strengthening cohesion in the leadership team. This appointment is part of a broader strategy that includes new presidencies in the Beauty, Lingerie, and Pink divisions.

With a refreshed image, a focus on diversity, and new digital initiatives, Victoria’s Secret aims to regain relevance in a competitive market. Selman will be key in defining the brand’s visual and cultural future.