Victoria's Secret Pulls Plug On Annual Fashion Show

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Shawn Mendes is going down in the history of lingerie as one of the last artists to perform at the Victoria’s Secret Fashion Show.

L Brands, which owns Victoria’s Secret, announced Thursday it is scrapping the annual show.

Launched in 1995, the show didn’t have music performers until it landed a network broadcasting deal in 2001 and featured Mary J. Blige and Andrea Bocelli. Over the years, the Victoria’s Secret Fashion Show welcomed acts like Destiny’s Child, Justin Timberlake, Spice Girls, Katy Perry, Maroon 5, Rihanna, Taylor Swift, Lady Gaga, Ariana Grande and Harry Styles.

In addition to Mendes – who performed at the 2018 show – Canadian artists Justin Bieber and The Weeknd have also appeared.

Justin Bieber at the Victoria's Secret Fashion Show in 2012. Timothy A. Clary / AFP/Getty Images

Last year’s show also featured Rita Ora, The Chainsmokers, Bebe Rexha, Halsey, Kelsea Ballerini and The Struts.

“We think it's important to evolve the marketing of Victoria's Secret," L Brands CFO Stuart Burgdoerfer told analysts in a call on Thursday. "We're figuring out how to advance the positioning of the brand and best communicate that to customers.”

L Brands also owns Pink and Bath & Body Works. The company sold Canada’s La Senza earlier this year.

The Weeknd performs at the Victoria's Secret Show in 2016. Pascal Le Segretain / Getty Images