Victoria’s Secret is not quite finished with its reboot. This morning, the brand announced that its famed fashion show will return to the runway later this year, and under new leadership, too.
In April, Adam Selman, the former executive design director of Rihanna’s lingerie label Savage X Fenty, was appointed to the brand as its new senior vice president and executive creative director. For Selman, the appointment is a bit of a full-circle moment. He originally began his career at Victoria’s Secret under Zaldy Goco, AKA the creator of the legendary Angel wings.
Since then, Selman has flitted across the industry, opening an eponymous ready-to-wear brand and designing custom red-carpet pieces, including Rihanna’s iconic Swarovski crystal-encrusted see-through dress that she wore to the CFDA Fashion Awards in 2014. More recently, while at Savage X Fenty, he helped launch the brand’s expansion into size-inclusive loungewear, ranging from XXS to 4X.
The Victoria’s Secret Selman is returning to is vastly different than the one at which he started, though the brand has made strides to rebuild some of that former essence. This past October, VS staged a comeback runway show. The event was obviously filled with A-list faces: Gigi Hadid opened; Adriana Lima, Tyra Banks, and Alessandra Ambrosio returned; and Cher, Lisa, and Tyla performed, though some signature moments from the past, like the Fantasy Bra and 2000s-era blowouts, were missing.
While the exact date of the runway show has yet to be released, Selman has the unique opportunity to now lead the brand in another new direction. He can pluck from the best of both worlds—ideally creating a space where valuable inclusion meets well-designed, comfortable intimates for consumers old and new all while drawing directly from certified experience at a fellow boundary-pushing lingerie brand. Between his reputable designs and the company’s ambitious vision, the reboot has the opportunity to land on solid ground.
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