The gold-and-diamond piece, built by the jeweler to the stars, returns to the Victoria’s Secret runway for the first time since 2018.
Kylie Jenner wears $50 million Fantasy Bra at the Victoria’s Secret show, a creation built by Jacob & Co and set with 4,410 natural diamonds. The reality star turned beauty entrepreneur, 29, walked the runway in a sheer mini skirt, clear heels and white feathered wings, but the jewel-covered bodice was the undisputed focus. It marked the first time the lingerie brand has sent a Fantasy Bra down its runway since 2018, and at $50 million it is the priciest in the tradition’s history, by roughly $35 million.
The Jacob & Co Design behind the Fantasy Bra
Victoria’s Secret chief creative officer Adam Selman turned to Jacob Arabo, the founder of Jacob & Co, to deliver the jewelry. Arabo, whose clients have included Madonna, Rihanna, Elton John and Victoria Beckham, said yes immediately. He studied earlier editions to work out how the concept could evolve, and his brief to himself was a piece of high jewelry that happened to be worn as a bra: “No fabric, only gold and diamonds.”
The craftsmanship matches the price. Fifteen craftspeople worked more than 1,000 hours on the piece, which weighs just under four pounds. At its center sits a 75.54-carat radiant-cut Fancy Vivid yellow diamond, surrounded by the 4,410 smaller stones. Those diamonds are cut in seven shapes (angel, heart, pear, marquise, oval, radiant and round brilliant) and mounted with four setting techniques chosen to maximize their brilliance.
Why the Fit was the hardest Part
With no fabric to flex, comfort became the central engineering problem. Arabo said the team took Jenner’s exact measurements and built a model from them, then kept adjusting it through fittings, because numbers that look right on paper do not always behave the same way on a moving body. Every curve, stone and section of gold had to be placed so the piece looked striking and still allowed natural movement. Selman compared the project to engineering, and Arabo approached it with equal precision.
Why Victoria’s Secret chose Kylie Jenner
Selman described the show’s theme as fan frenzy and said the Fantasy Bra ranked among the most requested items after last year’s event, so the team aimed for a deliberately excessive return. He called Jenner a cultural powerhouse whose influence extends beyond fashion and television, a scale he said mirrors the show’s own ambitions as entertainment. With 380 million Instagram followers, Jenner is among the platform’s most popular personalities, and pairing her with the bra gave fans a surprising face for a long-awaited piece.
A 30-year history of the Fantasy Bra
The tradition began in 1996, when the debut style appeared in a print ad worn by Claudia Schiffer at a $1 million price. The 1999 Millennium Bra, priced at $10 million, was worn by Heidi Klum, and Gisele Bündchen followed in 2000 in the $15 million Red Hot Fantasy Bra, which held the record until now. The most recent edition, the Atelier Swarovski Fantasy Bra, cost $1 million and was worn by Elsa Hosk in 2018.
What Kylie Jenner’s Fantasy Bra means for high jewelry
The Fantasy Bra is a marketing stunt, but it works, and this edition pushes lingerie further into the world of fine jewelry. A museum-scale piece from a house of Jacob & Co’s standing shows how a fashion spectacle can create real demand for high jewelry attention. For readers following high jewelry news, it is a notable crossover. For more, see our coverage of Jacob & Co, Victoria’s Secret and Kylie Jenner.
FAQs: Kylie Jenner and the $50 million Fantasy Bra
Who made the $50 million Fantasy Bra Kylie Jenner wore?
Jacob Arabo of Jacob & Co built the piece, working with Victoria’s Secret chief creative officer Adam Selman.
How many diamonds are in the Fantasy Bra?
It features 4,410 natural diamonds surrounding a 75.54-carat radiant-cut Fancy Vivid yellow diamond.
How long did the Fantasy Bra take to make?
Fifteen craftspeople spent more than 1,000 hours building it.
How does the $50 million Fantasy Bra compare with earlier editions?
It costs about $35 million more than the previous record holder, the $15 million Red Hot Fantasy Bra from 2000.
