The legendary Victoria's Secret show will no longer be

This is the end of the era of angels: the Victoria's Secret underwear show, held annually since 1995, was canceled. While many were waiting for a new show, which is usually held in November, the brand owners officially announced the cancellation of the show.

Rumors that this year's underwear show may not take place appeared back in May. In July, Australian top model Shanina Shayk announced that the Victoria's Secret show was in question.

The financial director of L Brands, Stuart Burgdorfer, which owns Victoria's Secret, admitted that sales have fallen sharply recently, and the situation needs to be corrected with new marketing moves. An important innovation is the invitation of a plus size model and other girls with non—standard parameters. It turns out that the always perfect "angels" have begun to annoy customers…

Brand sales continue to decline. Thus, sales fell by 7% in the last quarter of 2019, and by 2% in the same period last year. As journalists suggest, sales of VS have fallen in recent years due to the fact that the underwear brand did not want to keep up with the times and poorly demonstrated the ideas of a body positive.Ratings for the Victoria's Secret show have been steadily falling in recent years. If in 2011 it was viewed by 10 million people, then in 2018 only three and a half million. Due to the decrease in the viewership, the company decided to refuse to broadcast the shows on television.

Against the background of the fall, the brand fired the head of marketing, Edward Razek, and the first transgender model, Valentina Sampaio, appeared in the ranks of VS angels. Also, the lingerie brand expressed its readiness to release more buxom women on the podium than their famous "angels".

At the same time, the company assured that it was not going to leave the market altogether. That's just how their advertising campaigns will look after the restart, apparently, quite differently.