• by Tanya Gazdik , April 13, 2025

Victoria's Secret has a new executive creative director starting Monday. 

Adam Selman was previously the chief design officer at Rihanna's lingerie brand, Savage X Fenty. His appointment is part of a broader leadership reshuffle at Victoria's Secret & Co., aiming to further the brand's transformation and attract the next generation of consumers. 

The appointment is significant for the brand, which has been undergoing a years-long rebrand. 

“Controversies around former CEO Les Wexner’s ties to Jeffrey Epstein and CMO Ed Razek’s 2018 comments about trans models, combined with a turn in consumer sentiment that prioritized body positivity and inclusivity, forced the lingerie giant out of favor,” according to Vogue Business. “In the aftermath, Victoria’s Secret paused its supermodel fantasy-fuelled runway show, appointed a diverse group of ambassadors to form its ‘VS Collective,’ including Megan Rapinoe and Paloma Elsesser, and split from Wexner’s L Brands in 2021.”

Selman’s hire is a sign of strength for Victoria’s Secret’s revival, Vogue Business notes. 

“This hire is part of a broader trend of mass-market brands seeking to refresh their identities by appointing established designers in creative director roles,” according to The Industry Fashion. "For example, Gap hired Zac Posen in 2024, and Uniqlo brought on Clare Waight Keller last year.”
Selman will report directly to CEO Hillary Super until a new chief marketing officer is announced, according to the company.

The leadership appointments were made to support the company’s “Path to Potential” growth strategy, notes Retail Dive. 

“We are playing offense, leaning into our core strengths, and unlocking new opportunities,” Super said on a recent earnings call with analysts. “Our objective is clear — drive value for all stakeholders by supercharging our two distinct compelling growth brands, Victoria’s Secret and Pink, complemented by a powerhouse beauty business and a strong digital-first Adore Me brand.”