On April 8, Victoria’s Secret & Co. announced the appointment of acclaimed designer Adam Selman as Executive Creative Director. As the company continues to rebuild and reposition its brand, Selman’s appointment marks a pivotal moment—one that places creativity at the heart of its strategy and signals a bold step into a new phase of growth.
Selman, who previously served as Chief Design Officer at Savage X Fenty, the lingerie brand founded by Rihanna, is also known for designing tour costumes for Beyoncé and Katy Perry. He is widely recognized for his ability to blend fashion with cultural commentary—an asset the company hopes will energize its evolving identity.
In a statement about his appointment, Selman shared: “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. 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.”
Hillary Super, CEO of Victoria’s Secret, also praised the hire: “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.”
Brand Presidents Appointed Across Key Divisions
Selman’s appointment is part of a broader leadership overhaul tied to the company’s long-term growth initiative, “Path to Potential.” This strategy aims to align brand vision with consumer expectations and accelerate transformation across all business verticals.
New brand presidents have been appointed to lead the company’s three core divisions. Anne Stephenson will take the helm at Victoria’s Secret, Ali Dillon will lead PINK, and Amy Kocourek will oversee the Beauty division. Each brings extensive experience in merchandising and brand building and is expected to help drive the company’s next chapter of expansion.
Kocourek officially assumed her role in March 2025, while Stephenson and Dillon are scheduled to begin on May 12, 2025.
A Continued Commitment to Brand Reinvention
The announcement builds on several years of internal transformation at Victoria’s Secret. In 2018, the brand faced intense backlash following inappropriate comments from its former CMO regarding transgender models. Further controversy arose from the reported ties between former CEO Les Wexner and Jeffrey Epstein. These events prompted the company to undertake sweeping reforms to rebuild consumer trust.
In 2021, Victoria’s Secret separated from L Brands and went public on the New York Stock Exchange under the ticker VSCO. Since then, it has launched the VS Collective, brought on a diverse group of ambassadors, acquired the direct-to-consumer lingerie brand Adore Me in 2023, and revived its iconic fashion show—first as a film concept and then as a full runway production in 2024.
In fiscal year 2024, Victoria’s Secret recorded annual revenue of $6.23 billion, marking a modest 1% increase from the previous year. However, compared to its 2020 peak of $11.8 billion, the brand still faces a long road to full recovery.
This leadership reshuffle is positioned as a strategic move for Victoria’s Secret to redefine the essence of its brand and forge deeper connections with the next generation of consumers.
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