Kylie Jenner wears a record $50 million Fantasy Bra at Victoria's Secret in Los Angeles
On 18 October in Culver City, Victoria's Secret revived its Fantasy Bra after an eight-year gap. Kylie Jenner wore a Jacob & Co. piece with 4,410 diamonds and a 75.54-carat yellow center stone valued at $50 million—the highest price in the franchise's history.
Victoria’s Secret brought its gemstone Fantasy Bra back to the runway on Sunday, 18 October, at Sony Pictures Studios in Culver City, Los Angeles—the first time the piece has appeared on the brand’s show since 2018. Reality star and beauty entrepreneur Kylie Jenner, 29, wore the bra with a gauzy mini skirt, clear heels and white feathered wings, drawing the loudest reaction of the night according to coverage of the event.
A $50 million rebuild
The 2026 edition, created with jeweler Jacob & Co. founder Jacob Arabo, features 4,410 natural diamonds around a 75.54-carat radiant-cut Fancy Vivid yellow diamond. Fifteen craftspeople spent more than 1,000 hours on a piece that weighs just under four pounds and carries a stated value of $50 million—about $35 million above the previous high, the $15 million Red Hot Fantasy Bra worn by Gisele Bündchen in 2000. Arabo said the brief was high jewelry with no fabric: gold and diamonds only, fitted to Jenner’s measurements so the rigid structure could still move with the body.
Chief creative officer Adam Selman told Vogue the Fantasy Bra was among the most requested elements after last year’s show and that casting Jenner reflected her reach as a “cultural powerhouse” beyond fashion alone.
Show notes beyond the bra
The Los Angeles edition—streamed free on the brand’s YouTube, Instagram and TikTok—featured performers Megan Thee Stallion, Megan Moroney, Katseye and Tate McRae. Bella Hadid opened; Adriana Lima closed. Debuts included soccer player Trinity Rodman, Natalia Bryant, and Solange Omon, winner of the brand’s Angels Among Us YouTube contest. Barbara Palvin walked about six weeks after giving birth. Footwear partner for 2026 was Paris-based Amina Muaddi, succeeding René Caovilla after two seasons.
The Fantasy Bra tradition dates to 1996, when a $1 million style appeared in print on Claudia Schiffer. Whether framed as spectacle or jewelry craft, the 2026 return underlines how Victoria’s Secret still treats the show as mass entertainment built around a single, heavily publicized object.
Also available in: Саха тылаРусскийEspañol中文Portuguêsالعربية