After years of watching models strut their stuff down the famed catwalk, it looks like the Victoria's Secret Fashion Show, which attracts a lot of attention every year, has had its final walk.
The show has officially been cancelled for the foreseeable future.
L Brands, Victoria's Secret's parent company, has announced the move, which will no doubt be devastating to loads of people.
During an earnings call, L Brands CEO Stu Burdoerfer said: "We think it's important to evolve the marketing of Victoria's Secret. We will be communicating to customers, but nothing that I would say is similar in magnitude to the Fashion Show.
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"But you can be sure we will communicate to customers through lots of vehicles including social media and various more current platforms.
"It was a very important part of the brand building of this business and was an important aspect of the brand and a remarkable marketing achievement."
Last years' show drew the least amount of viewers in recent history, according to 9News, showing that people aren't as interested in watching models walk down a catwalk with some intermittent entertainment.
New York Post says the company has been enduring declining sales and that has contributed to the decision to ditch the show.
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Burdoerfer continued: "Did we see specific material impact in terms of a short-term sales response to the airing of the fashion show? As a general matter, the answer to that question is no."
But the show, which has been running since 1995, has also faced criticism over the years for not showing more body diversity. The company was particularly hit with negative comments after former chief marketing officer Ed Razek rejected calls to put larger or transgender models in the show.
Razek said at the time: "Shouldn't you have transsexuals in the show? No. No, I don't think we should. Well, why not? Because the show is a fantasy. It's a 42-minute entertainment special."
He was forced to issue an apology for those comments.
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He said: "My remark regarding the inclusion of transgender models in the Victoria's Secret Fashion Show came across as insensitive. I apologise.
"To be clear, we absolutely would cast a transgender model for the show. We've had transgender models come to casting... And like many others, they didn't make it... But it was never about gender. I admire and respect their journey to embrace who they really are."
No doubt the news about the cancellation will be devastating to the models who train hard to be in the show.
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