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Victoria’s Secret has hired designer Adam Selman as SVP and executive creative director, starting 14 April, the lingerie brand announced on Tuesday.
Selman is the first designer to be appointed to an executive creative director role at Victoria’s Secret; Vogue’s global creative director Raùl Martinez previously served as the brand’s creative director from December 2020 to January 2024. Selman, who has designed world tour costumes for stars like Beyoncé and Katy Perry, most recently held the post of chief design officer for Savage X Fenty, the lingerie brand founded by Rihanna, before leaving the company in January 2025. He also helmed eponymous brands in the past, Adam Selman and Adam Selman Sport, which shut down ahead of his joining Savage X Fenty. In his new role, he’ll oversee creative, public relations, Victoria’s Secret’s stylist and fashion team as well as copy, according to the brand.
“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,” Selman tells Vogue Business. “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.”
Selman will report to CEO Hillary Super, until Victoria’s Secret appoints a new CMO, who will then oversee Selman. Super worked with Selman at Savage X Fenty, where she was CEO from 2023 to 2024. She joined Victoria’s Secret in September.
“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,” says Super.
Selman is the latest designer to join a mass brand in a creative director role. Gap Inc hired Zac Posen last year; Uniqlo hired Clare Waight Keller in September; H&M-owned & Other Stories announced last week that Jonathan Saunders would be its first chief creative officer. The position helps to elevate mid-market brands that find themselves squeezed by luxury brands on one end and fast fashion on the other. “Adam brings a distinct perspective at the intersection of fashion and culture, driving consistent storytelling across all touchpoints while deepening customer connections,” Super says of the hire. “His vision will push us toward a more modern, culturally-relevant identity, challenging our established formulas and creating powerful cultural moments that resonate with today’s consumers.”
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