Victoria’s Secret hires Savage x Fenty vet in leadership overhaul

CEO Hillary Super is transforming Victoria’s Secret & Co. — starting at the top. 

The retailer on Tuesday announced a flurry of leadership changes, including the appointment of three new brand presidents. 

But in perhaps the biggest move, Adam Selman has been named executive creative director, according to a company press release. Selman was most recently the chief design officer for Savage X Fenty, the same company where Super was working as CEO prior to joining Victoria’s Secret & Co. 

Selman began his career working under designer Zaldy Goco, who created Victoria’s Secret Fashion Show wings. Selman also designed Rihanna’s looks for her Victoria’s Secret Fashion Show performances, famously creating her costume in just two hours prior to the 2012 event.  He would go on to launch his own brands, Adam Selman and Adam Selman Sport. 

Selman joins the company on Monday and will report directly to Super until a new chief marketing officer is announced, according to the company.

Meanwhile, current chief merchandising officer for Victoria’s Secret & Co., Anne Stephenson, has been named president of Victoria’s Secret. She will assume the new role on May 12. Stephenson has over 25 years of experience in product strategy, brand development and merchandising. Prior to joining Victoria’s Secret, she served in chief merchant positions at Full Beauty Brands and Torrid.

Ali Dillon will also join the company on May 12 as president of the Pink brand. Dillon was most recently president of Alex Mill and previously served in merchandising leadership roles at Gap Inc. and J. Crew. 

Amy Kocourek in March was named president of beauty. She joined the company from Kendra Scott, where she worked as its chief merchandising officer. Kocourek also worked as category general manager at Kohl’s, where she played a key role in securing a partnership with Sephora.

All of the brand presidents will report directly to Super. 

“This is an exceptional team of product and creative leaders whose vision and operational expertise will drive new levels of growth, innovation, and impact for our company,” Super said in a statement. 

The leadership appointments were made to support the company’s “Path to Potential” growth strategy. 

“We are playing offense, leaning into our core strengths, and unlocking new opportunities,” Super said on a recent earnings call with analysts. “Our objective is clear — drive value for all stakeholders by supercharging our two distinct compelling growth brands, Victoria’s Secret and Pink, complemented by a powerhouse beauty business and a strong digital-first Adore Me brand.” 

The Path to Potential has four key strategies: recommitting to its Pink brand and winning over a younger generation of shoppers; reasserting its brand position in the bra category; fueling growth in the lifestyle categories of beauty, sport and swim; and evolving its brand projection and go-to-market strategy. 

That in particular means creating a strong differentiation between the Victoria’s Secret and Pink brands, according to Super. 

The company recently reported $2.1 billion in Q4 net sales, a 1.1% increase year over year with one fewer week in the quarter. Net income in Q4 was nearly $194 million, an increase of 5.7%.