Victoria’s Secret today announced the appointment of unique talent Adam Selman to the newly-created position of Senior Vice President and Executive Creative Director. He will officially start in this new role on April 14, 2024. Like many lingerie brands, the giant is looking to refresh its brand perception and improve the way it relates to today’s female consumer.
In the role of Executive Creative Director, Selman will lead all creative development and brand storytelling initiatives. He’ll be responsible for the overall creative direction, public relations, styling, and directing the fashion team. On top of that, he’ll lead copywriting projects to help create a unified narrative across all mediums. His multifaceted multidisciplinary expertise puts him at the crossroads of fashion and cultural entrepreneurship. He is key to realizing the company’s creative vision.
Selman has garnered critical acclaim for his creative work in the fashion space. He created indelible costume pieces for international superstars such as Beyoncé and Katy Perry. The way he marries creativity with cultural relevance is what wins. Prior to her role at Victoria’s Secret, Selman served as the Chief Design Officer at Savage X Fenty, the lingerie line started by Rihanna. He departed that post in January of 2025. He’s the founder of his own eponymous label, Adam Selman, as well as the activewear brand Adam Selman Sport. Both ventures had shuttered by the time he came on board at Savage X Fenty.
Hillary Super, CEO of Victoria’s Secret, expressed enthusiasm about Selman’s hiring, emphasizing its significance in the context of the company’s ongoing rebranding efforts.
“I am excited to welcome Adam to our team. He is a true visionary, operating at the crossroads of fashion and culture, always attuned to today’s consumer. His creative insight, cultural understanding and brand-building expertise are exactly what our brands need as we enter this next stage of innovation and growth,” – Hillary Super
Selman’s arrival marks a critical phase for Victoria’s Secret, which has been navigating a years-long transformation aimed at reconnecting with its audience. His unique point of view should help sharpen the brand’s storytelling on every platform and create more meaningful connections with customers.
In his press release announcing the new role, Selman talked about his excitement in joining Victoria’s Secret amid this transformative period.
“I’m deeply honoured to join Victoria’s Secret & Co at such a thrilling and pivotal moment in its evolution. VS&Co’s brands, with their rich heritage, have long been a source of inspiration in my professional journey,” – Adam Selman
Selman highlighted a shared belief with Victoria’s Secret that fashion serves as a powerful medium for personal expression and cultural dialogue.
“One of the many reasons I was drawn to this role is our shared belief that fashion is a powerful form of personal expression and cultural conversation,” – Adam Selman
As he embarks on this new chapter with Victoria’s Secret, Selman’s vision is anticipated to play a vital role in the brand’s resurgence within the competitive lingerie market. His track record of successful collaborations and innovative designs positions him well to lead Victoria’s Secret into a new era that embraces inclusivity and modernity.