Kylie Jenner made her Victoria’s Secret runway debut wearing the most expensive Fantasy Bra in the brand’s history. Created by New York jeweller Jacob & Co, the $50 million piece features 4,410 natural diamonds, with a 75.54-carat fancy vivid yellow diamond at its centre. It was a big night for Jenner, and an even bigger one for the jewellers.
The Fantasy Bra returned to the Victoria’s Secret Fashion Show for the first time since 2018. First introduced in a 1996 magazine advertisement modelled by Claudia Schiffer, the original was valued at $1 million. Gisele Bündchen, Heidi Klum and Tyra Banks have all worn versions over the years. Jenner marks a departure from tradition, becoming the first celebrity rather than professional model to wear the headline piece.
With some 380 million social media followers and a beauty empire of her own, Jenner brings a different kind of star power to the runway. Victoria’s Secret chief creative officer Adam Selman described her as a “cultural powerhouse” in an interview with US Vogue, explaining the appeal of casting someone with such a substantial following and cultural reach. Jenner, for her part, shared a picture of herself wearing the bra on Instagram Stories, captioning it “best day ever”.
The jewellery took 1,000 hours to make, with 15 craftspeople working on 3,218 individual components designed to move with the body. Built around an 18-carat white gold framework, the piece contains 1,373 carats of diamonds in a range of cuts, including the Angel Cut, developed by Jacob & Co specifically for the project. There is no fabric involved. Instead, intricate diamond mesh forms the cups, while individually cast settings create a fringe beneath them.
At the centre hangs the vivid yellow diamond, suspended beneath a diamond Jacob & Co motif and surrounded by white stones in six different cuts. Double-diamond straps finish the custom-fitted cups, while a heart-shaped diamond drop at the back completes the design. The result is less conventional lingerie than a piece of high jewellery built for the runway, with every element designed to catch the light as Jenner moves.
The annual show has always sold more than underwear. Its Angels, elaborate wings and live musical performances turned it into a major television event, with past performers including Lady Gaga, Ed Sheeran and Taylor Swift. The original run lasted from 1995 to 2019 before declining ratings and criticism over its treatment of women and narrow representation of body types forced a rethink.
Victoria’s Secret brought the show back in 2024 with a broader approach to casting. This year’s line-up included plus-size models Ashley Graham and Paloma Elsesser alongside familiar names such as Elsa Hosk, Rosie Huntington-Whiteley and Doutzen Kroes. Bella Hadid opened the show, while Jenner’s diamond-encrusted debut supplied the headline moment. At $50 million, it was a reminder that Victoria’s Secret still knows how to put on a spectacle — even if the woman wearing its most expensive bra has built her fame well beyond the runway.
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Last modified: October 19, 2026
