Kylie Jenner stepped onto the Victoria’s Secret runway for the first time on October 18 in Los Angeles wearing a Fantasy Bra valued at $50 million, the most expensive version the brand has ever produced.
The piece, created with Jacob & Co., is built entirely from 18-karat white gold and diamonds with no fabric. It holds 4,410 natural diamonds totaling more than 1,373 carats and is centered on a 75.54-carat radiant-cut Fancy Vivid yellow diamond estimated at roughly $22 million on its own. Fifteen artisans spent more than 1,000 hours assembling the bra from more than 3,200 individual components so the nearly four-pound piece could move with the body. Diamond fringe along the bottom edge swung as Jenner walked.
She wore it with a sheer white mini skirt, clear heels, and large white feathered wings. Timothée Chalamet and Kris Jenner were in the audience. The appearance marked the Fantasy Bra’s return to the runway after eight years; Elsa Hosk last wore one in 2018. It also made Jenner the first non-Angel to model the piece. The previous record was Gisele Bündchen’s $15 million Red Hot Fantasy Bra from 2000.
Victoria’s Secret chief creative officer Adam Selman said fans had asked for the Fantasy Bra to come back after it was left out of the brand’s recent shows. He described this year’s version as “a truly excessive piece of jewelry and artistry” that is “almost museum quality.” On the decision to put it on Jenner, Selman called her a “cultural powerhouse” whose reach extends “beyond fashion, beyond culture, beyond TV, beyond one singular thing.” With roughly 380 million Instagram followers and a free stream on YouTube, Instagram, and TikTok, the moment was built for wider circulation than a traditional Angel reveal.
Jacob Arabo of Jacob & Co. said the goal was to make “a piece of high jewelry that could be worn as a bra. No fabric, only gold and diamonds.” The stones include the house’s Angel-Cut along with heart, pear, marquise, oval, radiant, and round brilliant cuts. Fitting required Jenner’s exact measurements and repeated adjustments; Arabo noted that an all-metal, all-diamond construction does not behave like ordinary lingerie and that comfort and movement were the main technical challenges.
The Fantasy Bra tradition dates to 1996, when Claudia Schiffer wore a $1 million diamond bra in a campaign. Heidi Klum was the first to walk one on the runway. Later versions went to models including Tyra Banks, Adriana Lima, and Alessandra Ambrosio. The 2026 edition clears the old high by a wide margin and arrives as Victoria’s Secret, under CEO Hillary Super, continues trying to rebuild cultural visibility after years of criticism and declining relevance with younger audiences.
The technical work is substantial—an articulated gold-and-diamond bra engineered for a runway walk is not simple. At the same time, the price tag and the choice of model are pure spectacle. A longtime Angel would have mainly satisfied existing fans. Jenner puts the clip in front of people who may not have paid attention to Victoria’s Secret in years. Whether that translates into lasting interest is another question, but the 2026 Fantasy Bra has already set a new ceiling for both cost and visibility in the brand’s long-running stunt.
