The Victoria’s Secret Angels won’t be flying down the runway this holiday season.

As Forbes reports, L Brands — corporate owner of the Victoria’s Secret lingerie brand — has announced there will be no Victoria’s Secret Fashion Show for the first time since 1995 when the show held its first edition.

According to L Brands, the decision to scrap this year’s show is part of a larger corporate strategy to “evolve the messaging of [the company].”

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The announcement came during the company’s recent earnings call. “We will be communicating to customers, but nothing similar in magnitude to the fashion show,” said L Brands CFO Stuart Burgdoerfer, while the company’s quarterly report showed a 7 per-cent drop in sales for the brand.

L Brands’ decision comes as no surprise given the dismal ratings for last year’s show. As USA Today reported at the time, viewership of the 2018 edition of the Victoria’s Secret Fashion Show was the lowest ever, with just 3.27 million viewers tuning in.

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While Burgdoerfer praised the show for being a “remarkable marketing achievement,” he added that the show itself didn’t represent any demonstrable increase in sales for the company.

“As timing over the years shifted over the years in terms of the airing the fashion show, did we see specific material impact in terms of a short-term sales response to the airing of the fashion show?” he said. “As a general matter, the answer to that question is no.”

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Victoria’s Secret Fantasy Bras Throughout The Years