Victoria’s Secret, the United State’s leading lingerie brand has announced that the famous Victoria’s Secret Fashion Show would be cancelled for the year 2019. This announcement came after a series of scandals that rocked the brand over the year. Among the scandals associated with the brand is its perceived lack of diversity and inclusivity among its models. The general public is also moving away from the traditional hypersexualised portrayal of lingerie models and moving towards inclusive sizing, female empowerment and comfort. This trend is reflected in the growth of brands such as Rihanna’s Savage x Fenty, ThirdLove, and Aerie.
According to a report by the Wall Street Journal, Victoria’s Secret CEO Les Wexner sent an internal memo in May 2019 to the brand’s employees about rethinking the traditional Victoria’s Secret fashion show. This came as a result of the decline of the show’s ratings and viewership in recent years. The trend of this gradual decline started in 2016 with 6.7 million viewers decreasing down to 3.2 million viewers in 2018, which is an astonishing 52% decrease in viewership.
Given all these factors, Victoria’s Secret announced in a quarterly earnings call in November 2019 that the 2019 show would be cancelled and the company would focus on diverting energy towards digital marketing. This move has thrown the future of the show into question, but it could be that a realization has come that a performance featuring unrealistically slim beautiful women may not be the best way to win over the current generation of female shoppers.