Kylie Jenner's $50 Million Victoria's Secret Fantasy Bra Headed for Private Sale

The opulent $50 million Fantasy Bra, worn by Kylie Jenner in her debut at the 2026 Victoria's Secret Fashion Show, is slated for a return to the Jacob & Co. NYC boutique, where it will be offered for private sale. A representative for the jewelry brand confirmed exclusively to Page Six Style that this particular piece will remain intact for a single buyer, a departure from the usual fate of such extravagant items.

Historically, most Victoria's Secret Fantasy Bras have been returned to jewelers, disassembled, and repurposed into various jewelry pieces or put on display. However, Jenner's bejeweled brassiere will be kept whole.

It remains uncertain whether the $50 million price tag will be maintained for the sale. There is speculation that Jenner herself might acquire the piece to commemorate her runway appearance. The bra was custom-made to fit Jenner's chest, reportedly featuring "445 cc, moderate profile, half under the muscle, silicone" implants.

The creation by Jacob & Co. is the most expensive Fantasy Bra in the show's history. It is centered around a 75.54-carat Fancy Vivid yellow diamond valued at $22 million. The rest of the bra is adorned with an additional 4,409 diamonds, totaling 1,373 carats, all hand-set in 18-karat gold.

Previous record-holders include Gisele Bündchen's Red Hot Fantasy Bra from 2000, valued at $15 million. The piece worn by Jenner features no fabric, consisting entirely of natural diamonds and metal.