Victoria’s Secret Fashion Show, 2025

Overview

Role: Creative Director | Brand Content & Social Media

Oversaw the full social content ecosystem, from live, on-site capture to post-edit execution, guiding strategy and creative across Instagram and TikTok. The approach generated strong, consistent performance and momentum across the entire run of the show. From a few days leading up to October 15 to two weeks post-show, the final Fashion Show related metrics on our organic social resulted in:

1.9B total views 109.7M total engagements 8.5M new followers

Building the buzz

Before the first model hit the runway, the city already knew. The campaign took over iconic New York physical spaces: taxi toppers threading through Midtown, full bus wraps in motion, billboards staged across the city. Out-of-home built the anticipation that social would carry, so by show night the audience was already locked in.

"Hey, taxi!"
2.1M Views

VS Takes Times Square
1.9M Views

The models and the world Adam is building

Original content put the spotlight where it mattered: the models, and Adam Selman's debut as Executive Creative Director. The work introduced his vision for the show, positioning Victoria's Secret as an attainable brand with the feel of a luxury fashion house. Aspirational, but within reach.

Wings, wings and more wings.
3.8M Views

Model walk memory lane
15.3M Views

From Adam’s Desk
3.3M Views

Based on a DM from Anok
4.1M Views

Get to Know Adam
2M Views

Alex Hot Mic
2.4M Views

Showtime! A backstage no one else gets

The most valuable seat in the room is the one only VS has. This content lived where the cameras usually can't: on the pink carpet, in the glam room, in the moments between backstage. An exclusive point-of-view that turned access into the story.

Angels to the Runway
16.1M Views

Adriana trending audio play
11.9M Views

Backstage energy
6.2M Views

A moment for the custom headpieces.
3.2M Views