Victoria’s Secret show cancelled after months of speculation

After months of speculation, Victoria's Secret has confirmed its annual fashion show and television broadcast – known for models in elaborate costumes and big-name music acts – will not go ahead in 2019.

The news was delivered by Stuart B Burgdoerfer, the chief financial officer of the lingerie label's parent company, L Brands, on Thursday, Women’s Wear Daily reported.

Barbara Palvin, from left, Yasmin Wijnaldum, Winnie Harlow, Gigi Hadid, Kendall Jenner and Alexina Graham walk the runway during the 2018 Victoria’s Secret Fashion Show at Pier 94, New York, in 2018.Credit:Evan Agostini

“We recognise and appreciate that the communication of the brand, the offerings, the emotional content of Victoria’s Secret is obviously an important thing," Burgdoerfer said on a conference call with analysts.

“There will be more to come as that continues to get evaluated.”

“[The annual show] was a very important part of the brand building of this business and was an important aspect of the brand and a remarkable marketing achievement. And with that said, we’re figuring out how to advance the positioning of the brand and best communicate that to customers.”

The cancellation comes after CNBC reported a memo was sent to Victoria's Secret employees by L Brands stating television wasn't the "right fit" for the annual show in May.

“In 2019 and beyond, we’re focusing on developing exciting and dynamic content and a kind of event — delivered to our customers on platforms that she’s glued to … and in ways that will push the boundaries in the global digital age," the memo read.

On the call, Burgdoerfer said future marketing plans for the brand would not be "similar in magnitude to the fashion show", noting the show no longer resulted in a spike in sales.

2018's show, which screened on Channel 10 in Australia, received its worst US television ratings to date.

The Victoria's Secret fashion show started in 1995 and was first broadcast in 2001. Over the years it has seen some of the world's biggest models take to the catwalk including Gisele Bundchen and Naomi Campbell and, in more recent times, Kendall Jenner and Gigi Hadid.

Last year, five Australian models made their Victoria's Secret show debut joining the likes of Miranda Kerr and Shanina Shaik.

However, the show has faced increasing backlash.

Last year, the company's then chief marketing officer Ed Razek made comments saying he did not want transgender models to ever take part in the annual spectacle because "the show is a fantasy".  He later apologised and resigned in August.

There had been criticism of the show's failure to ever include a plus-size model prompting Australian model Robyn Lawley to start an online petition to boycott the 2018 show as well as holding an alternate plus-size lingerie show called "We Are All Angels" in London. (In August, the lingerie brand announced their first plus-size line, a collaboration with plus-size brand Bluebella.)

The 2017 show in Shanghai was also plagued by problems after a number of Russian and Ukrainian models were reportedly denied Chinese visas and big names – including Gigi Hadid and Kendall Jenner – announced they would not be taking part.

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