Victoria’s Secret has appointed Hillary Super, previously the CEO of Savage X Fenty, as its new chief executive. Super will succeed Martin Waters on Sept. 9. Waters, who took on the role of CEO in 2021, will support the transition as an advisor until the end of the month. Meanwhile, Timothy Johnson, the Chief Financial and Administrative Officer, will step in as the interim CEO during the transition period.

In 2021, L Brands announced plans to spinoff Victoria’s Secret from its parent company after a deal with Sycamore Partners fell through due to the impact of the pandemic. Facing challenges with declining sales, Victoria’s Secret has been working on revamping its products and stores. Super’s experience leading Savage X Fenty, a brand co-founded by Rihanna and popular with younger consumers, could help Victoria’s Secret better connect with this coveted demographic.

Before her role at Savage X Fenty, Super served as the Global CEO of Anthropologie Group, which is part of Urban Outfitters. The news of Super’s appointment led to a more than 14% increase in shares before the market opened. Donna James, the Chair of the Board at Victoria’s Secret, expressed confidence in Super’s ability to drive growth in the company’s core business in North America, citing her expertise in retail brands and understanding of consumer preferences as valuable assets in navigating the competitive fashion industry.