Kylie Jenner Wears Record-Breaking $50M Diamond Bra at Victoria’s Secret Return

Key points

• Kylie Jenner, 29, walked the Victoria’s Secret runway in Los Angeles on October 18, 2026, marking her first appearance for the brand.
• She wore the new Fantasy Bra, which costs $50 million, surpassing the previous record of $15 million set in 2000 by $35 million.
• The bra was designed by Jacob & Co founder Jacob Arabo, who spent over 1,000 hours with 15 craftspeople to create the piece.
• The design features 4,410 natural diamonds in seven different cuts surrounding a 75.54-carat Fancy Vivid yellow diamond.
• Victoria’s Secret chief creative officer Adam Selman selected Jenner for her status as a 'cultural powerhouse' who transcends traditional fashion boundaries.
• The event marked the return of the Fantasy Bra to the runway after a hiatus since 2018, with the brand emphasizing a 'fandomonium' theme.

Background

The Fantasy Bra tradition began in 1996 with a $1 million design worn by Claudia Schiffer. Notable previous iterations include the $10 million Millennium Bra worn by Heidi Klum in 1999 and the $15 million Red Hot Fantasy Bra worn by Gisele Bündchen in 2000. The last Fantasy Bra appeared in 2018, worn by Elsa Hosk and valued at $1 million. This 2026 debut represents a significant return to the brand's high-jewelry collaborations and celebrity crossovers.

Why it matters

The $50 million price tag and high-profile model choice signal Victoria’s Secret's strategic pivot toward luxury and celebrity-driven marketing. By reviving the Fantasy Bra with a record-breaking design and a major cultural figure like Kylie Jenner, the brand aims to reassert its relevance in the fashion and entertainment landscape, blending high jewelry with mass-market appeal through accessible beauty lines.

What to watch

The brand will likely continue to leverage high-profile collaborations and luxury items to drive engagement and sales. Future shows may feature similar extravagant pieces and celebrity crossovers to maintain momentum and attract new audiences.