Kylie Jenner makes history at Victoria's Secret with the most expensive Fantasy Bra of all time

Kylie Jenner has become one of the main stars of the Victoria's Secret fashion show held this Sunday, October 18, in Culver City, California. The businesswoman and influencer has debuted on the brand's iconic runway with a piece that has not gone unnoticed: the most expensive Fantasy Bra in history, a high jewelry creation valued at 50 million dollars, about 44 million euros. Her appearance has also marked the return of one of the most recognizable symbols of the show, which had not been seen on the runway since 2018.

The design, made in collaboration with the jewelry firm Jacob & Co, is composed of 4,410 natural diamonds surrounding a 75.54-carat Fancy Vivid yellow diamond. Fifteen artisans have dedicated more than 1,000 hours to crafting this piece, which weighs nearly two kilograms and is made entirely of gold and diamonds, without fabric. The result exceeds by 35 million dollars the price of the most expensive Fantasy Bra until now, the one worn by Gisele Bündchen in 2000, valued at 15 million dollars.

The creation of the bra also posed a significant technical challenge. Jacob Arabo, founder of Jacob & Co, explained to Vogue that one of the main challenges was to make the piece adapt to the body and allow natural movement without sacrificing design. To achieve this, the team took Jenner's exact measurements and adjusted the placement of each element. The diamonds feature seven different cuts, and various setting techniques have been used to enhance their brilliance. The creation thus combines the spectacle of the runway with the meticulous work of high jewelry.

Jenner's choice was also not accidental. Adam Selman, creative director of Victoria's Secret, highlighted her ability to transcend fashion, television, and entertainment, building her own cultural identity. With hundreds of millions of followers on social media, the businesswoman represents a figure capable of attracting audiences beyond the brand's usual followers. Her presence responds to Victoria's Secret's commitment to turning the show into a major entertainment event and strengthening its connection with new audiences.

The return of one of Victoria's Secret's most iconic pieces

The Fantasy Bra has been part of Victoria's Secret history since 1996, when Claudia Schiffer wore the first version, valued at one million dollars. Since then, other great figures in fashion, such as Heidi Klum, Gisele Bündchen, Miranda Kerr, and Alessandra Ambrosio, have starred in different editions of this creation. Its high value and exclusive designs made it one of the most anticipated moments of the brand's shows.

The last appearance of the Fantasy Bra took place in 2018, when Elsa Hosk wore a version made with Swarovski crystals and valued at one million dollars. After several years of absence from the show, the brand brought back the spectacle in 2024 and has now decided to return the spotlight to this piece. Kylie Jenner's choice introduces a difference from the tradition of entrusting this design mainly to professional models and reinforces the weight of celebrities and social media in the fashion industry.

In this edition, held in Los Angeles, models such as Bella and Gigi Hadid, Adriana Lima, Alessandra Ambrosio, and Candice Swanepoel also participated, on a runway accompanied by musical performances by Megan Thee Stallion, Tate McRae, Megan Moroney, and KATSEYE. Among the attendees were Timothée Chalamet, Jenner's partner, Kris Jenner, the businesswoman's mother, as well as actress Nicole Kidman. 

With the return of the Fantasy Bra, Victoria's Secret recovers one of the most recognizable elements of its history and turns it into the center of a strategy that combines fashion, jewelry, and popular culture. Kylie Jenner's piece not only sets a new value record within this tradition but also places the show back in the media spotlight through a figure whose influence extends far beyond the runways.