There are bras, there are 'good bras', and then there are bras that cost more than most of us will earn in several lifetimes. Welcome to the world of the Victoria’s Secret Fantasy Bra, where a little lift and support comes with thousands of diamonds, a sprinkling of precious gemstones and a price tag that could make even a Mayfair jeweller blush.
At the 2026 Victoria’s Secret Fashion Show, Kylie Jenner became the latest star associated with the brand’s famously extravagant creation, modelling a design reportedly valued at $50 million (£37.5 million). Made in collaboration with jeweller Jacob & Co., it features 4,410 natural diamonds and a 75.54-carat yellow diamond at its centre. Fifteen craftspeople reportedly spent more than 1,000 hours bringing it to life. Suddenly, those £40 bras sitting in our online baskets seem positively sensible.
But while Jenner’s creation has grabbed the headlines, the Fantasy Bra's story stretches back three decades. Before Kylie, there was Tyra, Heidi, Gisele and a succession of supermodels whose job descriptions briefly included wearing more diamonds than most jewellery vaults.
Here are eight of the most memorable Fantasy Bras in the tradition’s history.
Claudia Schiffer’s Million Dollar Miracle Bra, 1996
Valued at $1 million (approximately £750,000)
Every legendary tradition has to start somewhere, for Victoria’s Secret, it began with German supermodel Claudia Schifferand the Million Dollar Miracle Bra in 1996. Adorned with diamonds and precious gemstones, the design established the brand’s formula for lingerie with an eye-watering valuation. Schiffer modelled the original for the brand’s catalogue and advertising, rather than on the runway, but it was the beginning of a very sparkly arms race.
Tyra Banks’s Diamond Dream Bra, 1997
Valued at $3 million (approximately £2.25 million)
In 1997, the American supermodel wore the Diamond Dream Bra, a white satin design with diamond detailing and a 42-carat pear-shaped diamond at its centre. Created with jeweller Harry Winston, the $3 million design was a significant step up from Claudia Schiffer’s original. The silhouette might have been relatively simple, but the price tag certainly wasn't. Banks would go on to become one of the brand’s defining Angels, helping turn the Victoria’s Secret show into the pop culture spectacle we know today.
Heidi Klum’s Millennium Bra, 1999
Valued at $10 million (approximately £7.5 million)
If anyone understood the assignment, it was Heidi Klum. Her Millennium Bra celebrated the turn of the century with diamonds and gemstones set in platinum. Klum would go on to wear several Fantasy Bras throughout her Victoria’s Secret career, becoming one of the faces most closely associated with the tradition.
Gisele Bündchen’s Red Hot Fantasy Bra, 2000
Valued at $15 million (approximately £11.25 million)
In 2000, Brazilian supermodel Gisele Bündchen modelled the Red Hot Fantasy Bra, a ruby and diamond creation valued at $15 million. It featured 1,300 gemstones, including Thai rubies, and became a Guinness World Records holder as the most expensive lingerie ever created at the time.
It held the record for years, until the world of luxury lingerie found new ways to spend extraordinary sums on very little fabric. Bundchen wore the Bra at the grand opening of Victoria's Secret Lincoln Centre Area store on Broadway, New York City.
Heidi Klum’s Heavenly Star Bra, 2001
Valued at $12.5 million (approximately £9.38 million)
The Fantasy Bra made its TV runway debut in 2001, and Victoria’s Secret turned to a familiar face to do the honours: Klum. Her Heavenly Star Bra was decorated with pink sapphires, diamonds and a spectacular 90-carat diamond centrepiece. From this point on, the Fantasy Bra became one of the most anticipated reveals of the annual fashion show.
Gisele Bündchen’s Sexy Splendor Fantasy Bra, 2005
Valued at $12.5 million (approximately £9.38 million)
Clearly, one multimillion-pound bra wasn't enough for Gisele, the Brazilian supermodel returned for a second Fantasy Bra in 2005, this time wearing the Sexy Splendor design, which featured approximately 2,900 pavé-set diamonds, rubies and a 101-carat diamond pendant.
Candice Swanepoel’s Royal Fantasy Bra, 2013
Valued at $10 million (approximately £7.5 million)
Victoria’s Secret returned to its multimillion-dollar best with Candice Swanepoel's Royal Fantasy Bra in 2013. The South African supermodel wore a design featuring more than 4,200 gems, including rubies, yellow sapphires and diamonds, alongside a matching belt.
The centrepiece was a 52-carat ruby, which sounds like a rather substantial commitment to accessorising - it was one of the most memorable designs of the 2010s.
Kylie Jenner Fantasy Bra, 2026
Reportedly valued at $50 million (approximately £37.5 million)
And so, after eight years away from the runway, the Fantasy Bra returned with a rather bold statement. Kylie Jenner wore the 2026 creation, designed in collaboration with Jacob & Co., which is celebrating its 40th anniversary this year.
The bra features 4,410 natural diamonds in seven different cuts, including a 75.54-carat Fancy Vivid yellow diamond at its centre. Crafted from 18-carat gold, the design reportedly weighs almost four pounds, took 15 people and more than 1,000 hours to complete. Its reported $50 million valuation makes it the most expensive Fantasy Bra in the brand's history, surpassing Gisele Bündchen's $15 million design from 2000.
Jenner's appearance brings a new celebrity dimension to a tradition historically associated with Victoria's Secret Angels.
Renee Washington, Grazia's digital fashion and beauty writer, lives online. With a penchant for wispy lashes and streetwear, she writes about the worlds of fashion and beauty from the viewpoint of the modern fashion girlie.
Main Image Credit: Getty Images