Adam Selman rebuilds Victoria's Secret with new fashion show revival
Adam Selman, chief creative officer of Victoria's Secret, is reviving the fashion show and moving away from the Angel model.
Selman, 44, took the role at the American lingerie company when it was struggling with cultural backlash and falling sales. The company had cancelled its famous fashion show in 2019, retired its Angels brand ambassadors, and introduced a VS Collective of athletes and activists instead.
Victoria's Secret's cautious shift flopped, and by 2023 annual sales had dropped roughly US$600 million from just two years earlier. Selman, who previously worked as chief design officer at Rihanna's Savage x Fenty line, is restoring the show's spectacle while keeping the brand's new inclusive focus.
This year's production is set for October 18 in Los Angeles and will be livestreamed on YouTube. Since his arrival, Victoria's Secret's share price has risen to about US$80 from about US$18.
The company counts 25 million active customers and is forecasting upward of US$7.1 billion in sales this year.
- From $18 to $80
- Share price rise
- 25 million
- Active customers
- $7.1 billion
- Forecasted sales
- October 18, Los Angeles
- Show date
Why it mattersThe turnaround shows how a struggling brand can recover by blending its heritage appeal with modern values, and signals renewed investor confidence in the company.
AustraliaNo direct Australian effect yet, but Victoria's Secret operates around 1,400 stores globally and sells through Australian retailers, so a stronger brand benefits Australian consumers with better product and innovation.
Corroborated bytheage.com.au·watoday.com.au
✓ Claims checked against the source. checked 2 h ago
Open this story in InSnip →
