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Adam Selman: The Man Behind Victoria's Secret Comeback
27 Sep
Summary
- Adam Selman leads Victoria's Secret's creative direction.
- He previously designed for Rihanna and created his own labels.
- Selman joined Victoria's Secret in 2023, overseeing a brand resurgence.
Adam Selman, known for his creative work with Rihanna and his own fashion labels, is now the executive vice president and chief creative officer of Victoria's Secret & Co. He joined the company in 2023, tasked with revitalizing its brand image and market position. His tenure has coincided with a notable comeback for the intimate apparel giant.
Selman's background includes roles as a handyman and a decade spent designing costumes for major music tours. He was instrumental in creating iconic pieces, such as Rihanna's crystal-embellished "naked dress." This diverse experience informs his approach to reimagining Victoria's Secret.
Under his creative leadership, Victoria's Secret has seen a resurgence, with efforts including a new docuseries, "Angels Among Us," and a focus on inclusivity. The brand aims to move past controversies and connect with a contemporary audience, a strategy Selman has championed since taking the helm.
The company, forecasting upward of $7.1 billion in sales this year, is also benefiting from technological innovations like the FlexFactor titanium alloy underwire. Selman's vision emphasizes blending sensuality with comfort and a broader representation of women, a stark contrast to its former image.
