Some Victoria’s Secret models spent years working their way to the Fantasy Bra. Kylie Jenner had never walked in a Victoria’s Secret Fashion Show, but on Sunday night, she was a surprise model for the lingerie brand’s runway show — and she made her debut wearing the most expensive Fantasy Bra to date.
Jenner modeled the diamond-covered bra with a sheer white miniskirt, clear Amina Muaddi heels and feathery white angel wings.
Designed by Jacob & Co., the piece contained a staggering 4,410 natural diamonds totaling 1,373.39 carats, with a 75.54-carat radiant-cut yellow Fancy Vivid yellow diamond at the center. According to the jeweler, that stone alone is worth $22 million.
Thousands of gemstones surrounded the yellow diamond, including 91 large diamonds ranging from 5.01 to 18.59 carats. Jacob & Co. used several cuts, from hearts and pears to its proprietary Angel-Cut, while diamond fringe swayed from the bottom of the bra.
There wasn’t any fabric involved whatsoever. The entire piece was constructed from diamonds and 18-karat white gold, using 3,218 individual components that allowed the nearly four-pound bra to move with Jenner’s body as she made her way down the runway. A team of 15 artisans spent more than 1,000 hours making it, drawing inspiration from Jacob & Co.’s Rare Touch jewelry collection.
The $50 million valuation surpassed a Victoria’s Secret record that had stood for 26 years. Gisele Bündchen previously held the distinction with the $15 million Red Hot Fantasy Bra, which featured diamonds and Thai rubies and appeared in the brand’s 2000 catalogue.
The Fantasy Bra tradition began four years earlier, when Claudia Schiffer modeled the relatively inexpensive $1 million Million-Dollar Miracle Bra in 1996. Heidi Klum followed with the $10 million Millennium Bra in 1999, while Tyra Banks, Karolina Kurkova and Candice Swanepoel were among the supermodels subsequently chosen to wear the increasingly elaborate — and expensive — designs.
For many of Victoria’s Secret longtime Angels, getting the Fantasy Bra was a major career milestone, often coming after years of runway shows and catalog campaigns for the brand.
For example, Adriana Lima first walked the Victoria’s Secret runway in 1999, but it wasn’t until 2008 that she modeled a Fantasy Bra. That year’s $5 million Black Diamond Fantasy Miracle Bra was covered in black diamonds, white diamonds and rubies. Lima went on to wear two more Fantasy Bras, in 2010 and 2014, the latter alongside Alessandra Ambrosio.
Jasmine Tookes had been walking for Victoria’s Secret since 2012, and it wasn’t until 2016 that she was selected to wear the $3 million Bright Night Fantasy Bra. Created by Eddie Borgo and jewelers Aziz and Walid Mouzannar, the design featured more than 9,000 gemstones, including diamonds and emeralds, set in 18-karat gold; Tookes had received her official Angel contract in 2015.
Lais Ribeiro’s selection came after an even longer relationship with the company. The Brazilian model began working with Victoria’s Secret in 2010 and became an official Angel in 2015, before being chosen to wear the $2 million Champagne Nights Fantasy Bra two years later. The Mouawad designs featured diamonds, yellow sapphires and blue topaz.
Ribeiro told Glamour at the time that she was even surprised to receive the honor after seven years with the lingerie brand. “Hard work pays off,” she said.
Elsa Hosk also spent seven years walking for Victoria’s Secret before wearing the last Fantasy Bra in 2018. The $1 million Atelier Swarovski design featured more than 2,100 lab-created diamonds and a coordinating body chain. It was the first Fantasy Bra to use Swarovski Created Diamonds, and the last to appear on the runway before Victoria’s Secret canceled its annual fashion show in 2019.
The show ultimately returned in 2024, but the Fantasy Bra did not come back until Sunday.
Jenner’s selection marked a change from the brand’s tradition of choosing established Angels. Her older sister, Kendall Jenner, previously walked the Victoria’s Secret Fashion Show in 2015, 2016 and 2018, but has never worn the Fantasy Bra.
Victoria’s Secret has also released a $398 version of the Jacob & Co. design for shoppers. The limited-edition Very Sexy Shine Fantasy Bra swaps the natural diamonds and gold for rhinestones, molded microfiber cups and removable crystal fringe.
Kylie Jenner’s selection also comes as Victoria’s Secret works to reach a younger audience. As WWD reported Sunday before the show, Pink president Ali Dillon has refocused the brand on 18- to 24-year-olds, with an eye on Gen Alpha as its next generation of shoppers. Dillon said that influencers and social media — a realm in which Jenner has been wildly successful — have become increasingly important to Pink’s strategy as the brand works to reconnect with younger consumers.
“We’re very social first and that’s incredible,” Dillon said. “That’s where this girl’s spending her time. Influencers have become a big part of our strategy. When I started, the comments on our social media were — crickets. There was not a lot of feedback.”
For younger shoppers that didn’t grow up watching Bündchen, Lima or Klum wearing the Fantasy Bra, Jenner may be their introduction to one of Victoria’s Secret’s longest-running traditions.