Victoria’s Secret is preparing to bring back its legendary fashion show later this year, signaling a fresh chapter in the brand’s ongoing transformation. This highly anticipated return comes with a new creative leader at the helm, Adam Selman, who was appointed Senior Vice President and Executive Creative Director in April.

Once the uncontested queen of lingerie fashion, Victoria’s Secret has faced significant challenges over the past decade. Criticism mounted against the brand’s narrow definition of beauty, lack of diversity, and outdated marketing strategies—issues that contributed to declining sales and the cancellation of its traditional annual runway show after 2018.

In recent years, Victoria’s Secret has committed to rebranding itself. This has included expanding product ranges to be more size-inclusive, featuring more diverse models, and overhauling its marketing approach to emphasize empowerment over fantasy. The return of the runway show is the most visible sign of this strategic shift.

Adam Selman: A Visionary Return

Adam Selman’s appointment marks a meaningful return to Victoria’s Secret for the designer who started his career under Zaldy Goco, the creative force behind the brand’s iconic Angel wings. Since then, Selman has built a reputation for bold, innovative designs—most famously creating Rihanna’s breathtaking Swarovski crystal dress worn to the 2014 CFDA Fashion Awards.

More recently, as Executive Design Director at Savage X Fenty, Selman was instrumental in pushing the boundaries of lingerie design with a focus on inclusivity and comfort. His work there included launching size-diverse loungewear ranges and creating runway shows celebrated for their celebration of body positivity and diversity.

The Last Runway Show and What’s Next

Victoria’s Secret staged a comeback runway show in October 2024 after a four-year hiatus. The event featured a mix of legendary models such as Gigi Hadid, Adriana Lima, Tyra Banks, and Alessandra Ambrosio, alongside performances by Cher, BLACKPINK’s Lisa, and Tyla. However, fans noticed the absence of some traditional show elements like the Fantasy Bra and elaborate wings, signaling a more toned-down, contemporary aesthetic.

With Selman now steering the creative vision, the upcoming runway show is expected to further blend Victoria’s Secret’s iconic glamour with modern values. Industry insiders anticipate a production that embraces diversity in size, gender, and identity, alongside designs that prioritize wearability and empowerment.

Addressing Past Criticisms

Victoria’s Secret’s past missteps in failing to represent a wide range of body types and backgrounds cost the brand dearly in an era when consumers increasingly demand authenticity and inclusivity. Its competitors, including Savage X Fenty, capitalized on this shift, gaining praise for breaking traditional beauty standards.

Now, Victoria’s Secret appears poised to learn from those lessons. Recent casting choices have embraced a more diverse lineup of models, including plus-size and transgender models, reflecting a broader vision of beauty. The product range has expanded beyond traditional lingerie to include athleisure, loungewear, and adaptive pieces.

Selman’s Unique Position to Lead

Selman’s dual experience—having grown up creatively within Victoria’s Secret and then challenged the industry’s status quo at Savage X Fenty—places him in a rare position to lead this turnaround. His understanding of both the brand’s heritage and the evolving cultural landscape equips him to create runway shows and collections that resonate with today’s consumers without losing Victoria’s Secret’s signature allure.

Looking Ahead

Although the official date and full details of the upcoming runway show have not yet been announced, anticipation is building. Selman’s leadership suggests that Victoria’s Secret is serious about more than nostalgia—it aims to be relevant in a world where fashion must reflect diverse experiences and embrace inclusivity.

As the brand prepares to take the runway once again, the fashion world will be watching closely. Will Victoria’s Secret successfully transform its image and reclaim its place as a leader in lingerie fashion? With Adam Selman at the creative helm, the company may finally have the direction and vision to do just that.