Victoria's Secret holiday fashion show cancelled

Reuters | Update:

In this file photo taken on 9 November 2018 performers and models pose on the runway at the 2018 Victoria`s Secret Fashion Show at Pier 94 in New York City. US lingerie brand Victoria`s Secret has announced that its iconic fashion show that brings together millions of viewers would not take place this year, the brand wanting to evolve its marketing strategy, after polemics and poor results. Photo: AFPThe annual Victoria's Secret fashion show, known for its jewel-encrusted bras and supermodels sporting angel wings, will not be held this holiday season, parent L Brands Inc said on Thursday.

The decision comes after the apparel retailer said in May the TV special was not going to be part of network television as the company evaluates its marketing strategy for the show.

The brand was once the destination for all things lingerie and has been losing customers as more women shift to cheaper bralettes and sports bras from companies like American Eagle Outfitter's Aerie and pop singer Rihanna's lingerie line, Savage X Fenty.

In this file photo taken on 8 November 2018 from L to R : Hungarian model Barbara Palvin, Dutch model Yasmin Wijnaldum, Canadian model Winnie Harlow, US model Gigi Hadid, US model Kendall Jenner and British model Alexina Graham walks the runway at the 2018 Victoria`s Secret Fashion Show at Pier 94 in New York City. It was one of the most popular fashion shows for 20 years, but US lingerie brand Victoria`s Secret is canceling its annual extravaganza amid controversy and weak financial results in the #MeToo era. Photo: AFPTelevision audiences for the show have slumped in the last few years. The December 2018 show, aired on Walt Disney Co's ABC network, was watched by 3.3 million Americans, compared with 12 million in 2001 when it was first broadcast.

When asked if the fashion show would be held this holiday season, chief financial officer Stuart Burgdoerfer said: "No, we'll be communicating to customers, but nothing that I would say is similar in magnitude to the fashion show."

"We think it's important to evolve the marketing of Victoria's Secret," he said on the earnings call on Thursday.

The company, which forecast an upbeat holiday season on Wednesday, said it was not commenting further at this time.

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