Kylie Jenner Brings Back the $50 Million Fantasy Bra

Victoria's Secret saved its biggest reveal for the middle of a rap set. During Megan Thee Stallion's performance at the 2026 Victoria's Secret Fashion Show on Sunday, Oct. 18, Kylie Jenner stepped onto the runway in giant white plumed wings, Harper's Bazaar reported. She was wearing the Fantasy Bra, the jeweled centerpiece the brand had not put on its runway since 2018, and this one carried a price of $50 million.

The choice was a surprise twice over. Jenner, 29, is a reality TV star and beauty entrepreneur rather than a career runway model, and E! News reported that she became the first non-Angel to model the Fantasy Bra. For an American lingerie brand two years into the return of its signature show, it was also a bet on reach: Vogue noted that Jenner has 380 million followers on Instagram.

A Bra Made With No Fabric

The 2026 Fantasy Bra was made with Jacob & Co., the jeweler founded by Jacob Arabo. According to Vogue, the design sets 4,410 natural diamonds around a 75.54-carat radiant-cut Fancy Vivid yellow diamond. It took 15 craftspeople more than 1,000 hours to build, and the finished piece weighs just under four pounds. USA Today put the total weight at 1,373.39 carats and described a fringe of drop diamonds hanging from the edge of the bust. E! News reported that the yellow center stone alone is worth $22 million.

Arabo told Vogue that his vision was "to create a piece of high jewelry that could be worn as a bra. No fabric, only gold and diamonds." The stones come in seven cuts, from angel and heart to marquise and round brilliant, and were placed with four setting techniques meant to boost their brilliance, the magazine reported. Victoria's Secret said the design draws on Jacob & Co.'s Rare Touch Jewelry Collection, which explores how precious metal can be shaped to move with the body like fabric.

Fit was the hard part. "The biggest challenge was making sure the bra was comfortable to wear while keeping true to the design," Arabo told Vogue. The team took Jenner's exact measurements and built a model fitted to her, then kept adjusting it.

Why Victoria's Secret Picked Kylie Jenner

Adam Selman, chief creative officer at Victoria's Secret, told Vogue that the Fantasy Bra "was one of the things that was requested the most from last year's show." He called Jenner a "cultural powerhouse" and said she "really extends beyond fashion, beyond culture, beyond TV, beyond one singular thing."

Selman was open about the spectacle. He described the piece as "a truly excessive piece of jewelry and artistry" and added, "It's almost museum quality." On the point of the whole exercise, he kept it simple: "It's for the fans."

Jenner had family in the room. USA Today and E! News reported that her mother, Kris Jenner, and her boyfriend, Timothée Chalamet, cheered her on during the walk. After the show, Jenner shared a close-up of herself in the bra on her Instagram Story with the caption "Best day ever," according to USA Today.

Thirty Years of Fantasy Bras

The tradition dates to 1996, when Claudia Schiffer wore the first Fantasy Bra in a print ad; Vogue put that piece at $1 million. Heidi Klum wore the $10 million Millennium Bra in 1999, and Gisele Bündchen wore a $15 million design in 2000 that stood as the most expensive until this year. At $50 million, the 2026 version beats that mark by some $35 million, Vogue reported.

The last Fantasy Bra before this one was a $1 million Swarovski design worn by Elsa Hosk in 2018, according to Vogue. Over the years the honor has also gone to Angels including Tyra Banks, Adriana Lima, Alessandra Ambrosio and Candice Swanepoel, E! News noted, and Victoria's Secret says Ambrosio and Lima both wore one in 2014.

From New York to Los Angeles

The show also changed coasts this year. After the brand's comeback in New York City, the 2026 edition was staged at Sony Pictures Studios in Los Angeles, the first time the show had been held in the city in 19 years, Harper's Bazaar reported. The last Los Angeles show was in 2007, at the Kodak Theatre.

Selman explained the move in comments to People quoted by Cosmopolitan: "I wanted this to be bigger and bolder than last year, and we couldn't find a space in New York that could house all the things that we wanted to do." He described the West Coast setting as "a different side of Americana." The show streamed live at 7:30 p.m. ET on YouTube and on the brand's Instagram and TikTok channels.

The Music and the Runway

Country singer Megan Moroney opened the night with "6 Months Later," the lead single from her album Cloud 9, Harper's Bazaar reported. Tate McRae debuted choreography for her new single "Housewife" before moving to "Dear God" and "Sports Car." Four members of Katseye performed "Pinky Up" and "Animal" from their album Wild, and Megan Thee Stallion, back in her Tina Snow persona, performed "Her" and "Body."

Longtime Victoria's Secret faces Gigi Hadid and Alex Consani walked, and Natalia Bryant, the daughter of Kobe Bryant, made her runway debut, according to Harper's Bazaar. Cosmopolitan's preshow lineup also listed Ashley Graham, Adriana Lima, Candice Swanepoel, Paloma Elsesser, Anok Yai, Joan Smalls, Barbara Palvin and Hosk herself.

A Stunt That Still Works

Vogue's Max Berlinger called the Fantasy Bra "ultimately a marketing stunt" but added that "it works." Arabo framed it in national terms. "They built a brand that became part of American culture and changed the way people looked at the lingerie category," he told Vogue. "That's what makes American fashion so special."

For Victoria's Secret, the result was a single runway image that traveled well beyond the fashion press: a $50 million piece of jewelry, a guest with one of the biggest followings online and a show that left New York to get bigger.

Sources

Cover photo: SWinxy, Wikimedia Commons, [https://commons.wikimedia.org/wiki/File:Guests_at_the_2026_Met_Gala_134.jpg](https://commons.wikimedia.org/wiki/File:Guests_at_the_2026_Met_Gala_134.jpg) (CC BY 4.0).