On Wednesday night, the Victoria’s Secret fashion show returns for the second time after its much-touted relaunch was met with mixed reviews. This time, it promises to have all the glitz and glam of the old format — a response to criticism that in moving so far away from what it once was, it lost what made it “fun”. In 2025’s fraught cultural context, can it find its place?
Commentators had wondered whether or not the brand would even stage a show in 2025. Internally, there was no question. Adam Selman says it was one of the first things he was asked after joining Victoria’s Secret as SVP and executive creative director in April. “Day two, [the team] was like, what do you want to do with the show?” Selman recalls. “I wanted to tap into joy and playfulness and emotion. I felt like VS as of April was a little serious. I wanted to make it more youthful — not by age, but by spirit.”
