Kylie Jenner Walks Victoria’s Secret Runway Wearing $50 Million Fantasy Bra

Victoria’s Secret brought back its legendary, gemstone‑laden Fantasy Bra for the first time since 2018, and the brand chose a figure who transcends fleeting fame. That figure turned out to be Kylie Jenner, the reality‑TV star turned beauty mogul with roughly 380 million Instagram followers. The 29‑year‑old stepped onto the catwalk in a sheer mini skirt, clear heels and white feathered wings, but all eyes were on the opulent bra she wore.

The newly unveiled Fantasy Bra features 4,410 natural diamonds set around a 75.54‑carat radiant‑cut Fancy Vivid yellow diamond. Fifteen artisans spent more than 1,000 hours crafting the piece, which weighs just under four pounds. Its price tag reaches $50 million, making it the most expensive Fantasy Bra ever created, surpassing the previous record by about $35 million.

“A big idea for the show was fandomonium,” explained Adam Selman, Victoria’s Secret’s chief creative officer. “And the Fantasy Bra was one of the things that was requested the most from last year’s show. So we thought, ok, how do we do this in a really fun, excessive way? Because that’s what it is: a truly excessive piece of jewelry and artistry. It’s almost museum quality.”

Selman said Jenner was selected because she is a “cultural powerhouse.” “Kylie really extends beyond fashion, beyond culture, beyond TV, beyond one singular thing,” he added. “That’s the exact same thing that we do. The show is so big, it’s true entertainment, and I think that she is a great catalyst for that. She’s really created her own culture… We’re giving fans what they want with this amazing Fantasy Bra, and we’re putting it on an unexpected talent who has a massive following and massive cultural impact. I think it’s fun, I think it’s really joyful, and I think it’s fun to celebrate in a different way that people aren’t going to expect.”

To ensure the bra sparkled with an appropriate array of cabochons, Selman enlisted longtime jewelry designer Jacob Arabo of Jacob & Co. “Victoria’s Secret represents confidence, beauty, and the freedom to express yourself,” Arabo said. “They built a brand that became part of American culture and changed the way people looked at the lingerie category. That’s what makes American fashion so special. There is this freedom to dream big, take risks, and create something that has never been done before.”

When Victoria’s Secret approached Arabo, the designer, known for creating pieces for Madonna, Rihanna, Elton John and Victoria Beckham, accepted immediately. “Victoria’s Secret took something as simple as a bra and transformed it into a piece of high jewelry,” he noted. “Nobody was doing anything like that at the time. It brought together two worlds—fashion and high jewelry—in a way I had never seen before.”

Arabo studied previous Fantasy Bras to evolve the concept. “My vision was to create a piece of high jewelry that could be worn as a bra. No fabric, only gold and diamonds,” he explained. The more than 4,400 diamonds appear in seven cuts—angel, heart, pear, marquise, oval, radiant and round brilliant—and are set using four techniques designed to maximize brilliance.

The Fantasy Bra tradition dates back three decades. It began in 1996 when Claudia Schiffer modeled a $1 million bra in a print ad. Highlights include the 1999 Millennium Bra, priced at $10 million and worn by Heidi Klum; the 2000 Red Hot Fantasy Bra at $15 million on Gisele Bündchen, which held the record until this year; and the 2018 Atelier Swarovski Fantasy Bra, a $1 million piece modeled by Elsa Hosk.

While the bra is undeniably a marketing spectacle, it continues to captivate audiences. Selman likens the project to engineering, and Arabo approached it with comparable precision. “The biggest challenge was making sure the bra was comfortable to wear while keeping true to the design,” Arabo said. “Remember, this bra is made entirely of gold and diamonds—there is no fabric. So getting the right fit and making sure it could move naturally with the body was not easy.”

Jenner’s exact measurements were taken, and a custom model was built and refined through continual adjustments. “Even with exact measurements, what looks good on paper doesn’t always work the same way on the body,” Arabo noted. “Every curve, every diamond, and every piece of gold had to be carefully placed so the bra would be both beautiful and comfortable.”

Despite the extravagant name and price, Selman emphasized the simple motive behind the effort. “It’s for the fans,” he said. “It really is for the fans.”