Four thousand diamonds, a $50 million price tag and one of the world’s most recognisable celebrities. Victoria’s Secret wasn’t interested in making a quiet comeback.
After an eight-year absence, the iconic Fantasy Bra returned to the runway at the 2026 Victoria’s Secret Fashion Show in Los Angeles on October 18. And rather than choosing a traditional supermodel, the lingerie giant handed the honour to Kylie Jenner.
The 29-year-old beauty entrepreneur made her Victoria’s Secret debut wearing the extravagant creation, styled with a sheer miniskirt, transparent heels and white feathered wings. Watching from the front row were her mother, Kris Jenner, and boyfriend, Timothée Chalamet.
But why Jenner?
According to Victoria’s Secret creative director Adam Selman, the decision was about cultural influence. Describing Jenner as a “cultural powerhouse,” Selman explained that her reach extends beyond fashion into entertainment, beauty and popular culture.
With approximately 380 million Instagram followers, Jenner represents the kind of global visibility that Victoria’s Secret hopes to capture with its revived runway spectacle.
A $50 Million Masterpiece
The Fantasy Bra itself was designed by Jacob Arabo, founder of luxury jewellery house Jacob & Co.
At its centre sits a 75.54-carat Fancy Vivid Yellow diamond, surrounded by 4,410 natural diamonds in seven different cuts. Fifteen artisans reportedly spent more than 1,000 hours creating the piece, which weighs just under four pounds.
Unlike conventional lingerie, the design uses gold and diamonds in place of fabric, transforming the bra into a wearable piece of high jewellery.
Arabo, whose celebrity clientele includes Rihanna, Madonna and Elton John, studied previous Fantasy Bras before developing his interpretation.
His ambition was simple: create something that could function as both jewellery and lingerie, without compromising the craftsmanship of either.
Valued at $50 million, the finished piece reportedly surpasses the previous Fantasy Bra record by approximately $35 million, making it the most expensive version in the brand’s history.
For Victoria’s Secret, the moment brought together two powerful attractions: the return of a legendary runway tradition and a celebrity whose influence reaches far beyond fashion.
And with Jenner at the centre of it all, the Fantasy Bra’s comeback became one of the biggest talking points of the night.
