WRITTEN BY: CECILIE BREE WILKINS
The Victoria’s Secret Fashion Show has been a successful promotional event for the lingerie brand since 1995, featuring iconic models, such as Tyra Banks, Gisele Bündchen and Naomi Campbell, however the brand is making history by canceling for the first time in 20 years.
In May, Victoria’s Secret made headlines when they announced they were no longer going to televise their iconic fashion show. However, now the event is set not to take place at all.
A press release from Victoria’s Secret explained the reasoning behind the decision not to televise the event, stating, “we are taking a fresh look at every aspect of our business – from merchandising, marketing and brand positioning, to our real estate portfolio, digital business and cost structure … literally everything,”
The statement continued, “we must evolve and change to grow. With that in mind, we have decided to re-think the traditional Victoria’s Secret Fashion Show. Going forward we don’t believe network television is the right fit.”
While this information has been out, it wasn’t until Victoria’s Secret model, Shanina Shaik did an interview with The Daily Telegraph, that information was leaked about the cancellation of the show all together.
Shaik stated, “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.”
She continued, “I’m sure they’re trying to work on branding and new ways to do the show, because it’s the best show in the world.”
Neither Victoria’s Secret nor L Brands, who own Victoria’s Secret, have commented publicly on the show’s cancellation.
Victoria’s Secret is reportedly working on their branding, as the years 2017 and 2018 saw a dip in sales as well as in viewership for the fashion show. Many have speculated that Victoria’s Secret’s failure to meet the same inclusivity standards in their marketing as brands like Arie could be the reason for the decline in interest when it comes to the brand.
The brand received negative press after L Brands Chief Marketing Officer, Ed Razek, made derogatory comments about plus-sized and transgender models, stating, “we attempted to do a television special for plus-sizes…No one had any interest in it, still don’t,” Razek said. When he was asked about the inclusion of transgender models, he stated, “I don’t think we should…the show is a fantasy.”
It does seem, however, that Victoria’s Secret is keeping true to their promise to rebrand their image to fit modern standards of diversity, as the brand recently took on their first openly transgender model, Valentina Sampaio. The 22-year-old Brazilian model posted on Instagram, in response to the announcement, stating, “never stop dreaming…Life is amazing… Love more and hate less, hate is useless, just do not waste time with it!”
This inclusion seems to be a step in the right direction for the brand, and will hopefully be one of many announced during this year’s hiatus from the Victoria’s Secret Fashion Show.
Photo Source: Marie Claire