Kylie Jenner Debuts Record-Breaking $50M Fantasy Bra at Victoria's Secret Fashion Show
The opulent piece, crafted by Jacob & Co., features a 75.54-carat yellow diamond and marks the return of the iconic lingerie tradition.
Kylie Jenner made a striking appearance at the 2026 Victoria's Secret Fashion Show, donning the brand's first Fantasy Bra since 2018. The Jacob & Co. creation, valued at an unprecedented $50 million, has set a new record for the most expensive Fantasy Bra in the tradition's history. This figure more than triples the previous record of $15 million, set by Gisele Bündchen's Red Hot Fantasy Bra in 2000.
The design centers around a 75.54-carat Fancy Vivid yellow diamond, appraised at $22 million on its own. The bra is further embellished with 4,409 additional diamonds, totaling 1,373 carats, all meticulously hand-set in 18-karat gold. Fifteen artisans dedicated over 1,000 hours to its creation, resulting in a piece that features a diamond fringe designed to sway with the wearer's movements.
Jacob Arabo, founder of Jacob & Co., described his vision for the piece to Vogue: "to create a piece of high jewelry that could be worn as a bra. No fabric, only gold and diamonds." The nearly four-pound bra required adjustments to ensure a proper fit on Jenner.
Victoria's Secret chief creative officer Adam Selman noted that the decision to place the bra on Jenner, a reality television star and entrepreneur rather than a career model, was intentional. "We’re going to put it on an unexpected talent who has a massive following and massive cultural impact," Selman explained.
The tradition of the bejeweled Fantasy Bra began in 1996, but was paused with the show's hiatus, last appearing in 2018. Jenner's appearance also drew support from her boyfriend Timothée Chalamet, mother Kris Jenner, and Corey Gamble, who watched from the audience at Sony Pictures Studios in Culver City, California. Jenner shared her excitement on Instagram Stories, calling it her "Best Day Ever."
Jenner joins an elite group of models who have worn the Fantasy Bra, including Heidi Klum and Adriana Lima, each having worn versions three times. Notably, Klum revealed she was four months pregnant when she wore the $11 million Fantasy Bra in 2003.
Following the era of high-value bras, prices saw a decrease, with Adriana Lima wearing a $2 million design in 2010 and Elsa Hosk in a $1 million Swarovski collaboration in 2018.