For the return of Victoria’s Secret’s expensive, gemstone-covered Fantasy Bra—the first time the brand has put it on its runway since 2018—the VS team needed a model who is not just of the moment but transcends it. They got exactly that with Kylie Jenner, the reality TV star turned beauty entrepreneur, who, with 380 million Instagram followers, is one of the platform’s most popular personalities. Jenner, 29, walked the catwalk in a sheer mini skirt, clear heels, and white feathered wings—but in the end, the Fantasy Bra was the center of attention. To mark its grand return, the brand went all out with the bra itself, revealing a design with 4,410 natural diamonds surrounding a 75.54-carat radiant-cut Fancy Vivid yellow diamond. It took 15 craftspeople more than 1,000 hours to build, and the finished product weighs just under four pounds. The total cost? A whopping $50 million, the highest price for a Fantasy Bra to date (by some $35 million). “A big idea for the show was fandomonium,” says Adam Selman, chief creative officer at Victoria’s Secret. “And the Fantasy Bra was one of the things requested most from last year’s show. So we thought, OK, how do we do this in a really fun, excessive way? Because that’s what it is: a truly excessive piece of jewelry and artistry. It’s almost museum quality.” Photo: Getty Images As for choosing Jenner, Selman said it was because she is a “cultural powerhouse.” “Kylie really extends beyond fashion, beyond culture, beyond TV, beyond any one single thing,” he continued. “That’s exactly what we do. The show is so big, it’s true entertainment, and I think she is a great catalyst for that. She has really created her own culture—how many people can say that? I think it’s an interesting pairing that we’re giving the fans: we’re giving them what they want with this amazing Fantasy Bra, and we’re going to put it on an unexpected talent who has a massive following and massive cultural impact. I think it’s fun. I think it’s really joyful, and I think it’s fun to celebrate in a different way that people aren’t going to expect.” To help make sure the bra was loaded with an appropriately impressive amount of glittering cabochons, Selman brought in a longtime stalwart of the jewelry trade, Jacob Arabo of Jacob & Co. “Victoria’s Secret represents confidence, beauty, and the freedom to express yourself,” Arabo said in an interview. “They built a brand that became part of American culture and changed the way people looked at the lingerie category. That’s what makes American fashion so special. There is this freedom to dream big, take risks, and create something that has never been done before.” When Victoria’s Secret approached Arabo, it was an immediate “yes” for the designer, who has made baubles for everyone from Madonna and Rihanna to Elton John and Victoria Beckham. “Victoria’s Secret took something as simple as a bra and transformed it into a piece of high jewelry,” he said. “Nobody was doing anything like that at the time. It brought together two worlds—fashion and high jewelry—in a way I had never seen before.” Arabo said he studied previous versions to see how he could evolve the concept. “My vision,” he said, “was to create a piece of high jewelry that could be worn as a bra. No fabric, only gold and diamonds.” Those 4,400+ diamonds were rendered in seven cuts—angel, heart, pear, marquise, oval, radiant, and round brilliant—and used four setting techniques meant to enhance the diamonds’ brilliance. The Fantasy Bra has a long history stretching back 30 years. The tradition began in 1996, when the debut style was worn in a print magazine ad by Claudia Schiffer and cost $1 million. Other highlights include 1999’s Millennium Bra,…which was priced at $10 million and worn by Heidi Klum; the $15 million Red Hot Fantasy Bra from 2000, worn by Gisele Bündchen (the most expensive until this year’s); and the last Fantasy Bra, the Atelier Swarovski Fantasy Bra, which cost $1 million and was worn by Elsa Hosk in 2018. Photo: Getty Images

Sure, the Fantasy Bra is ultimately a marketing stunt, but the fact is, it works. The combination of a beautiful woman and a jewel-encrusted bra remains a cultural draw and somehow continues to captivate audiences. That doesn’t change the fact that it’s also a bit of technical wizardry. Selman compares the project to engineering, and Arabo brought the same level of meticulous seriousness to the task. “The biggest challenge was making sure the bra was comfortable to wear while staying true to the design,” he said. “Remember, this bra is made entirely of gold and diamonds—there is no fabric. So getting the right fit and making sure it could move naturally with the body was not easy.” The team took Jenner’s exact measurements and, from there, built a model fitted to her with ongoing adjustments. “Even with exact measurements, what looks good on paper doesn’t always work the same way on the body,” Arabo noted. “Every curve, every diamond, and every piece of gold had to be carefully placed so the bra would be both beautiful and comfortable.”

The buzzy name and staggering price tag aside, Selman said the real intent behind the whole endeavor is rather straightforward. “It’s for the fans,” he said. “It really is for the fans.”

Frequently Asked Questions
Heres a set of FAQs about Kylie Jenners Victorias Secret runway debut and the 50 million Fantasy Bra

Beginner Questions

1 Did Kylie Jenner really walk in a Victorias Secret show
Yes Kylie Jenner made her Victorias Secret runway debut in the brands 2025 show which marked the return of the iconic fashion event

2 What is the Fantasy Bra
The Fantasy Bra is a oneofakind jewelencrusted bra that Victorias Secret unveils each show Its famous for its extravagant price tag and is usually worn by one headline model

3 How much was the Fantasy Bra Kylie wore
It was valued at 50 million making it one of the most expensive Fantasy Bras ever created

4 Who made the 50 million bra
It was crafted with diamonds and precious gemstones set in gold designed as a showpiece rather than for everyday wear

5 Was Kylie the first celebrity to wear a Fantasy Bra
No Victorias Secret has featured highprofile names before but Kylies appearance drew major attention because shes known more as a beauty mogul than a runway model

Intermediate Questions

6 Why was Kylie Jenner chosen to wear the Fantasy Bra
Her massive global following brand power and popculture relevance made her a headlinegrabbing choice to boost attention for the shows comeback

7 Did Kylie actually model the bra on the runway or just appear
She walked the runway wearing the Fantasy Bra as part of the shows lineup though her appearance was styled as a major moment rather than a traditional model walk

8 How does the Fantasy Bra price compare to past ones
Past Fantasy Bras have ranged from about 1 million to 15 million At 50 million Kylies is far above most previous versions and ranks among the most expensive ever

9 Is the bra actually for sale
Typically Fantasy Bras are not sold as regular products Theyre promotional showpieces though some past versions were later auctioned or displayed

10 What was the public reaction
Reactions were mixed Fans loved the spectacle and glamour while critics debated whether a celebrity rather than a career model should wear such an iconic piece

Advanced Questions