There will no longer be Victoria’s Secret’s winged angels taking flight down the runway during the holidays, as L Brands on Thursday announced it has been officially canceled.

After facing increasing criticism and decreasing viewers, Victoria’s Secret have finally called it quits on their annual fashion show.

The chief financial officer Stuart Burgdoerfer announced that the show has officially be

en cancelled, stating that: “we will be communicating to customers, but nothing similar in magnitude to the fashion show.”

The fashion show garnered the lowest ratings in 2018 since the event began in 1995, Chief Financial Officer Stuart Burgdoerfer said.

The exec added, “With that said, 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.”

Original article appeared on Hollywood Reporter