Adam Selman on brand strategy
From Adam Selman Tells Us Victoria’s Secret · · What's Contemporary Now?
“We want to have more fun there. maybe more of an expressive idea from VS and how we go to market and how we can play with that even within Pink because I think that's what the youth really want as well.”
On , Adam Selman, Senior Vice President, Executive Creative Director at VICTORIAS SECRET AND CO, spoke about brand strategy during Adam Selman Tells Us Victoria’s Secret on What's Contemporary Now?.
About Adam Selman
Adam Selman, who joined Victoria's Secret as its executive creative director, debuted his first fashion show for the brand in October 2025. In interviews following the show, Selman described his approach as "bringing the best of the past and propelling it into the future" and said he aims to "own sexy" while being "forward thinking." He stated that he sees "joy" and "celebration" as defining what is contemporary now. Selman also noted that he had taken a step back from public appearances prior to the role, saying the first interview he had done in a long time was for a podcast appearance, and that he needed time to "re-gain and calibrate" who he wanted to be. Selman has discussed his career background, including designing costumes for Rihanna and running his own fashion brand. He has described his early start as a handyman and said his advice for others is to "do good work and people will notice." Regarding Victoria's Secret, Selman said he is interested in innovation in bras and intimates, and he expressed optimism about the potential of AI in the industry. He also acknowledged being a man in a women's space, stating he has been "very fortunate to have amazing women around me build me up."