The runway’s about to get its wings back—just maybe not the ones you remember. After years of reinvention, criticism, and recalibration, Victoria’s Secret has officially confirmed the 2025 Victoria’s Secret Fashion Show after their successful 2024 big comeback.
The announcement is already sparking buzz, not just because of the show’s return, but because of who is now leading the creative charge behind the scenes.
A New Era, With a Familiar Face
Adam Selman may be a new name to some Victoria’s Secret loyalists, but fashion fans know he’s a designer with serious credentials. Appointed in April as the Senior Vice President and Executive Creative Director, Selman isn’t just here to sprinkle glitter on an outdated concept. He’s here to rebuild it from the lace trim up.
Selman’s resumé reads like a highlight reel of fashion’s most fearless moments. He started his career under Zaldy Goco, the creator of the original Angel wings, and went on to build his ready-to-wear brand. You probably know him best as the designer behind Rihanna’s now-legendary Swarovski crystal dress at the 2014 CFDA Awards.
© Getty ImagesMost recently, Selman was part of the Savage X Fenty powerhouse, where he helped shift the narrative around lingerie with size-inclusive, gender-fluid loungewear that pushed industry boundaries. So, what happens when you mix Selman’s inclusivity-first mindset with Victoria’s Secret’s legacy of high-gloss fantasy? That’s precisely what we’re about to find out.
What We Know So Far
Victoria’s Secret staged a mini revival in October with a one-night-only event that signaled the brand isn’t done with the runway just yet. The show featured a mix of nostalgia and new energy. Gigi Hadid opened, legends like Tyra Banks and Adriana Lima returned, and Cher, Lisa of BLACKPINK, and Tyla performed.
© Dimitrios KambourisBut it wasn’t a full return to form. Some of the signature moments, the Fantasy Bra, the 2000s bombshell blowouts, the supermodel strut with feathered wings, were notably absent. Instead, it felt like a testing ground, a teaser trailer for something bigger.
HOLA! spoke to Duffy, a renowned hair stylist celebrated for pushing the boundaries of hair artistry, at the 2024 show’s backstage area, to get an insight into why Victoria’s Secret, known for its signature voluminous, bouncy hair, stepped in a new direction this year, embracing more texture, structure, and individuality.
“Yes! I mean, honestly, I have relationships with 95% of the girls in the room, and over the years of working with them in Europe on the shows, we have an ongoing conversation, always. Coming to this show today, many of these conversations have been going on for a few weeks… But it’s a celebration, honestly, of like, I’m not gonna stand here and say it’s a celebration of individuality because it isn’t. There is obviously a narrative and a story,” he said.
© Arturo HolmesDuffy emphasized that the show has shifted from traditional beauty standards to highlighting the models’ natural features. “We’re paring down a lot of the effortless hair and making it just like a very quality, healthy, beautiful movement. We’re looking at what they walk in with and amplifying that, and some of the other girls were working more extreme shapes,” he told HOLA! “There’s like a slight ode to the seventies with these very large sort of waved silhouettes, and then some of the other girls were working on almost like a lion’s mane of hair.”
It is still unknown if Duffy will be the lead hairstylist for the 2025 show, which is slated for later this year. The 2025 Fashion Show’s official date is still under wraps, but what’s clear is that Selman has a real opportunity to rewrite the story. Duffy, if appointed, can continue the legacy.
Why This Version Might Stick
In the past, Victoria’s Secret was criticized for its lack of diversity, inclusivity, and realism. Audiences wanted more than just high-cheekbone angels in stilettos. They wanted relatability, comfort, and representation.
In the era of body positivity and conscious consumerism, glossy perfection isn’t enough. Selman’s appointment hints at a pivot that could finally work. He has the cultural savvy and design chops to create sexy collections without being exclusionary. His Savage X Fenty background suggests he knows how to balance fantasy with functionality and how to actually listen to what modern shoppers want.
© Getty Images for Brooklyn MuseumThere’s no denying the nostalgia attached to the Victoria’s Secret Fashion Show. It was a cultural touchpoint, equal parts fashion fantasy and primetime spectacle for years. But times changed, and the show had to either evolve or disappear.
So, lace up. The next chapter of Victoria’s Secret is about to strut its stuff.
