Victoria’s Secret Returns to the Runway—with a Bold New Direction

Victoria’s Secret is bringing back its legendary runway show later this year, signaling a refreshed chapter for the brand—this time with a more inclusive and modern approach.

The revival comes under the leadership of Adam Selman, who stepped into the role of Senior Vice President and Executive Creative Director in April. His appointment marks a turning point for the lingerie giant, which has been working to evolve its image and values.

Selman’s connection to Victoria’s Secret goes back to the start of his career, when he worked with designer Zaldy Goco, best known for creating the iconic Angel wings. Since then, Selman has made a name for himself as a daring designer—perhaps most famously for Rihanna’s unforgettable crystal dress at the 2014 CFDA Awards—and later helped shape the look and inclusive ethos of Savage X Fenty.

Now, he’s back—just as Victoria’s Secret is redefining its identity. Rather than leaning into past glories, the brand is looking ahead, and Selman’s appointment suggests a commitment to embracing today’s fashion and cultural shifts.

The brand last staged a fashion show in October 2024, after years away from the spotlight. That event featured a mix of past and present icons, including Gigi Hadid, Tyra Banks, Adriana Lima, and Alessandra Ambrosio, along with musical performances by Cher, Lisa of BLACKPINK, and Tyla. Yet the show was noticeably scaled-down—missing traditional elements like the Fantasy Bra and elaborate wings.

With Selman now at the creative helm, the upcoming show is expected to take a new direction. His vision blends glamour with everyday wearability, prioritizing diversity, comfort, and real-world appeal. His design philosophy aligns with the growing call for representation and authenticity in fashion.

Although the exact date of the next runway show hasn’t been revealed, Selman’s influence promises a reinvention that resonates with today’s audiences. It won’t just be a visual spectacle—it’s likely to reflect meaningful cultural shifts.

Victoria’s Secret has faced criticism in recent years for its narrow ideals of beauty and outdated messaging. However, with moves like hiring Selman, embracing diverse talent, and broadening its product lines, the brand appears to be genuinely evolving.

Selman, who has experience both within the company and as a leader of a rival brand pushing for inclusivity, is uniquely positioned to lead this transformation. He understands how to blend fantasy with reality—creating a show that feels both aspirational and relatable.

This isn’t just a fashion event—it’s a chance for Victoria’s Secret to reintroduce itself to the world. And this time, all eyes are on how the brand tells its new story.