The Angel wings have been clipped.
After months of rumors, the Victoria’s Secret Fashion Show has officially been canceled, according to Fortune.
Victoria’s Secret’s owner L Brands said the decision came as part of their hopes to “evolve the messaging of [the company]."
"We will be communicating to customers, but nothing similar in magnitude to the fashion show," the company’s executive vice president said.
The demise of the storied runway show was first hinted earlier this year after Australian supermodel Shanina Shaik, who has walked for Victoria’s Secret in the past, leaked that the event had been scrapped.
“Unfortunately the Victoria’s Secret show won’t be happening this year,” she told The Daily Telegraph in July. “It’s something I’m not used to because every year around this time I’m training like an Angel.”
Prior to today’s announcement, the company had remained silent on the subject.
The end of the star-studded show is the latest turmoil to hit the company as it grapples with the current state of volatile retail industry.
Over the last two years, Victoria’s Secret has suffered a sales slump and has had to close more than 50 stores.
In addition, the brand suffered backlash after marketing executive Ed Razek made insensitive comments about not allowing plus-size and transgender models to be in the show. He later issued an apology, but the damage had been done.
The final nail may have come after the 2018 Victoria’s Secret Fashion Show became the lowest-rated in its 20-year history.
Launched in 1999, the runway spectacle was first televised in 2001 and turned into a pop culture phenomenon for its parade of slender supermodels.
Over the years, everyone from Heidi Klum and Tyra Banks to Gigi Hadid and Kendall Jenner have pranced down the stage in the company’s world-famous lingerie and got transformed into Victoria’s Secret Angels.