The 2019 Victoria"s Secret fashion show has been cancelled, its parent company L Brands has confirmed. This is the first time that the news - first mooted by VS model Shanina Shaik in July - has been made official by the label itself.

When asked if there would be a brand fashion show this year, L Brands chief financial officer Stuart Burgdoerfer said: “No, we’ll be communicating to customers, but nothing that I would say is similar in magnitude to the fashion show. We think it’s important to evolve the marketing of Victoria’s Secret."

Earlier this year, regular VS models were commenting on how "disappointing" it is that the show wasn"t taking place - including 27-year-old Georgia Fowler.

"I mean I"ve done it for the past three years and it was always a dream growing up to be a part of it," the New Zealand-born model told the Australian Daily Telegraph in October.

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"It"s disappointing it"s not going to happen this year - but who knows what will happen."

Shanina Shaik, who is a longtime ambassador for the lingerie retailer, has appeared in the catwalk show seven times since making her debut in 2011.

"Unfortunately the Victoria"s Secret show won"t be happening this year," she told the Daily Telegraph in July. "It"s something I"m not used to because every year around this time I"m training like an angel."

Prior to the model"s comments, it was previously reported that the show would no longer be broadcast on television - but there was nothing yet to suggest that it wouldn"t be happening at all.

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Fast forward two months from Shaik"s interview, and Rihanna hosted her Savage x Fenty show spectacle during New York Fashion Week - an event which aired exclusively on Amazon Prime on 20 September. Naturally, the decision to broadcast the show meant that comparisons were drawn to VS - specifically the stark differences between the two brands. Rihanna"s event demonstrated a body-positive, size-inclusive approach to lingerie that celebrated and empowered a diverse spectrum of women, causing many to announce that she"d triumphed where Victoria"s Secret had failed. Her models - who were of different ethnicities, sizes and shapes - didn"t simply walk down a runway, they twerked, stomped and danced their way through the show.

Earlier this year, Leslie Wexner, chief executive of Victoria"s Secret"s parent company, L Brands, confirmed that the VS show wouldn"t be broadcast on network TV.

"We have decided to re-think the traditional Victoria’s Secret Fashion Show," he wrote in an email sent to fellow employees. "Going forward, we don’t believe network television is the right fit."