Jewel-encrusted bras, sophisticated lingerie designs and gorgeously-toned supermodels strutting down the runway in supersized angel wings – these are some of the highlights from the Victoria’s Secret fashion shows we can never forget. After 24 years of extravagant shows, the lingerie brand announced that its 2019 fashion show will not go on as planned.
View this post on Instagram
The news was officially confirmed by the parent company of the brand, L Brands Inc., stating that the decision was made in a bid for the company to try to change the way it communicates with customers.
“We’ll be communicating to customers, but nothing that I would say is similar in magnitude to the fashion show. You can be sure we’ll be communicating with customers through lots of vehicles including social media and various, more current platforms, if you will,” said Stuart Burgdoerfer, Chief Financial Officer and Executive Vice President of L Brands.
The confirmation came after several months of speculation that the show was cancelled when longtime Victoria’s Secret model Shanina Shaik dropped a bombshell during an interview with The Daily Telegraph that the 2019 runway show was axed.
Shanina said, “Unfortunately, the Victoria’s Secret show won’t be happening this year. It’s something I’m not used to because every year around this time I’m training like an angel. But I’m sure in the future something will happen, which I’m pretty sure about.”
Why was the show cancelled?
The move came after Victoria’s Secret was reported to have been losing market share and seeing a huge decline in the number of customers. According to The Guardian, more women are seen shifting to contemporary lingerie from companies such as Savage x Fenty owned by pop singer Rihanna and American Eagle Outfitters. In addition, more than 53 Victoria’s Secret stores in the United States are also set to close this year.
View this post on Instagram
Apart from the decline in sales, the annual fashion show also saw a huge decline in viewership over the years. While the December 2018 fashion show saw A-list models like Bella Hadid, Behati Prinsloo and Adriana Lima strutting down the runway with performances from top artists such as Shawn Mendes and Halsey, the show only clocked in 3.3 million American viewers compared with 12 million in 2001 when it was first broadcast.
Not to mention, the controversial Vogue interview by Ed Razek, a top executive at Victoria’s Secret also led to the brand receiving backlash from the public after he stated that he didn’t think the brand should have transsexuals or plus-sized because they didn’t sell.
Let’s hope that the brand’s fashion show makes a comeback stronger and better than before in the near future!
Featured image: Timesniper on Flickr