Kylie Jenner made her Victoria’s Secret Fashion Show debut on October 18, 2026, wearing the brand’s iconic Fantasy Bra as the elaborate lingerie piece returned to the runway for the first time since 2018.
The reality television star and beauty entrepreneur walked in Los Angeles in a diamond-covered design created in collaboration with luxury jeweller Jacob & Co. The appearance paired Jenner’s celebrity profile with the Fantasy Bra’s return.
According to Vogue’s coverage of the show, the Fantasy Bra is reportedly valued at $50 million, making it the most expensive version of the design to date. The figure is a reported valuation, rather than a confirmed sale price.
Inside the Diamond Encrusted Design
The Fantasy Bra features 4,410 natural diamonds in seven different cuts, surrounding a 75.54-carat radiant-cut Fancy Vivid yellow diamond. The finished piece weighs just under four pounds and took 15 craftspeople more than 1,000 hours to complete, according to Vogue.
The design was developed with Jacob Arabo, founder of Jacob & Co., who worked with Victoria’s Secret on the elaborate jewellery piece. Rather than relying on conventional fabric, the design uses gold and diamonds to create its structure.
Speaking to Vogue, Arabo described his vision as creating “a piece of high jewelry that could be worn as a bra”. He also explained that making the design comfortable and allowing it to move naturally with the body presented a technical challenge. The team took Jenner’s measurements and made adjustments to ensure the finished piece fitted her.
The Fantasy Bra tradition dates back to 1996, when Claudia Schiffer wore the first design, known as the Million-Dollar Miracle, in a print advertisement. Gisele Bündchen later wore the Red Hot Fantasy Bra in 2000, reportedly valued at $15 million, while Elsa Hosk wore the last version before the hiatus in 2018.
Why the Brand Chose Kylie Jenner
The decision to have Jenner wear the returning design was explained by Adam Selman, executive vice president and chief creative officer at Victoria’s Secret & Co.
In his interview with Vogue, Selman described Jenner as a “cultural powerhouse”, pointing to her influence across fashion, television and entertainment.
“Kylie really extends beyond fashion, beyond culture, beyond TV, beyond one singular thing,” he said.
Selman also explained that the Fantasy Bra had been among the features most requested by fans following the previous show. The brand wanted to bring it back in an extravagant way while pairing it with an unexpected personality whose influence extended beyond the traditional modelling world.
The Story Beyond the Runway
Coverage of Jenner’s appearance also extended beyond the clothes to her family and relationship. GMA News reported that her boyfriend, Timothée Chalamet, her mother, Kris Jenner, and her son, Aire, were present at the show.
Jenner’s appearance marked her first walk for Victoria’s Secret and the return of a high-profile runway creation after an eight-year absence.