There will be no Victoria’s Secret Fashion Show this year. The chief financial officer for L Brands, which owns the lingerie company, announced the news in a conference call with analysts on Thursday.
“We think it’s important to evolve the messaging of Victoria’s Secret,” said L Brands CFO Stuart Burgdoerfer, according to New York Magazine. “We will be communicating to customers but nothing similar in magnitude to the fashion show. We will communicate to customers through lots of vehicles including social media and other channels.”
L Brands did not immediately respond to TheWrap’s request for comment Thursday.
The cancellation comes after months of rumors and declining sales, and one year after the brand came under fire when the company’s chief marketing officer Ed Razek said that he didn’t think transgender people should be in the fashion show.
Razek later quit, and the brand walked back on his statements, and hired its first transgender model in August, 2019. But Victoria’s Secret sales have declined for the lingerie brand in the past few years, with more modern and inclusive brands like Rihanna’s Savage x Fenty taking its place as the brand of choice for socially conscious youth.
But it wasn’t enough to save the fashion show, which began in the mid 1990s and started airing on television with ABC in 2001. It moved to CBS from 2002 to 2017, but went back to ABC for its final year in 2018. ABC did not respond to request for comment.
Women’s Wear Daily first reported the news.