Victoria’s Secret Is Stepping Back into the Spotlight—This Time with Purpose

After years of reinvention, Victoria’s Secret is ready for another turn on the catwalk. But this isn’t just a return to feathers and fantasy—it’s a bold step toward a redefined identity in an industry that’s evolved far beyond the glossy ideals of the 2000s.

Today, the brand confirmed that its iconic fashion show will be making a comeback later this year. And perhaps more notably, it will do so under the creative leadership of Adam Selman, who was appointed Senior Vice President and Executive Creative Director this past April.

Selman’s name may already ring a bell for fashion insiders. Before his rise as a red-carpet favorite and the creative force behind Rihanna’s jaw-dropping Swarovski crystal dress at the 2014 CFDA Fashion Awards, Selman got his start right at Victoria’s Secret, working under Zaldy Goco—the man behind the brand’s iconic Angel wings. Now, after years of shaping his own design language, Selman returns with fresh perspective—and a different kind of runway vision.

His résumé includes launching his own ready-to-wear line and playing a key role in Savage X Fenty’s rise as a disruptive, inclusive force in the lingerie space. There, he helped expand the brand into size-diverse loungewear, challenging the long-held standards that Victoria’s Secret once embodied.

It’s precisely this experience—rooted in both tradition and transformation—that the brand seems ready to embrace.

The last major Victoria’s Secret show, held in October 2024, attempted a revival after a lengthy break. The event featured a mix of new energy and familiar faces: Gigi Hadid opened the show, and veteran Angels like Adriana Lima, Tyra Banks, and Alessandra Ambrosio returned. Performers such as Cher, BLACKPINK’s Lisa, and Tyla added star power, but the absence of signature elements like the Fantasy Bra and larger-than-life production details suggested a more restrained approach.

Now, Selman has the chance to take the reins and steer the brand into a new era—one where comfort, design, and real inclusion aren’t just accessories, but core elements. He brings a sharp awareness of where fashion is headed and what today’s consumers demand: authenticity, diversity, and garments that feel as good as they look.

While the date of the upcoming show is still under wraps, the vision behind it is starting to take shape. Selman’s approach is likely to fuse high-impact visuals with thoughtful storytelling. Think intimates designed for movement, shows that reflect today’s body politics, and a return to spectacle—but on new, more meaningful terms.

Victoria’s Secret isn’t just trying to reclaim its crown. It’s trying to reimagine what it means to be powerful, sexy, and relevant in today’s world. And with Selman at the helm, that future feels more grounded, more open, and infinitely more interesting.

The brand’s past missteps—from narrow beauty ideals to a lack of inclusivity—have been widely criticized. But recent changes in casting, marketing, and leadership signal a brand that’s at least willing to evolve. Selman represents a bridge between eras: someone who understands the theatrical magic of the past but refuses to ignore the present.

He isn’t just reviving the fashion show—he’s redefining what Victoria’s Secret can be. With a creative pedigree that spans both avant-garde and commercial success, Selman might be exactly what the brand needs to make this comeback more than just another walk down memory lane.

As anticipation builds, one thing is clear: This isn’t just about lingerie. It’s about legacy, reinvention, and the promise of a runway that finally reflects the world we live in.

And this time, the world is watching.