Kylie Jenner made her debut on the Victoria’s Secret runway in one of the brand’s most extravagant creations: a $50 million Fantasy Bra adorned with thousands of natural diamonds and a spectacular yellow diamond at its centre. The appearance marked the return of the iconic design to the runway for the first time since 2018.

The reality television star and beauty entrepreneur, 29, stepped onto the catwalk in a gauzy miniskirt, clear heels and white feathered wings. With approximately 380 million Instagram followers, Jenner brought considerable star power to the occasion, while the extraordinary jewellery ensured that all eyes remained on the Fantasy Bra.

The latest design features 4,410 natural diamonds surrounding a 75.54-carat radiant-cut Fancy Vivid yellow diamond. Fifteen craftspeople spent more than 1,000 hours creating the piece, which weighs just under four pounds. Valued at $50 million, it is the most expensive Fantasy Bra ever produced, surpassing the previous record by approximately $35 million.

A High-Profile Return for the Fantasy Bra

According to Adam Selman, chief creative officer at Victoria’s Secret, bringing back the Fantasy Bra was a response to audience demand following the previous year’s show. The 2026 presentation was built around what he described as “fandomonium,” with the brand aiming to deliver a memorable spectacle.

Selman explained that the team wanted to approach the comeback with a sense of fun and extravagance, recognising the Fantasy Bra as both a remarkable piece of jewellery and a feat of craftsmanship.

He described the creation as almost museum-worthy, highlighting the extraordinary artistry behind its construction.

Jenner’s selection was equally intentional. Selman called her a “cultural powerhouse,” noting that her influence stretches across fashion, entertainment, television and beauty.

For Victoria’s Secret, Jenner represented a natural fit for a show designed to be more than a traditional runway presentation. Her widespread popularity offered a way to connect the brand’s heritage with a contemporary audience.

Selman said the pairing was intended to give fans the highly anticipated Fantasy Bra while presenting it on a personality whose cultural influence extended well beyond fashion. He described the collaboration as joyful, entertaining and deliberately unexpected.

Jacob & Co. Creates a Bra Made of Gold and Diamonds

To bring the design to life, Victoria’s Secret partnered with Jacob Arabo, founder of the luxury jewellery house Jacob & Co. Arabo, whose celebrity clientele includes Madonna, Rihanna, Elton John and Victoria Beckham, welcomed the opportunity to contribute to the project.

He praised Victoria’s Secret for transforming lingerie into a statement of luxury and self-expression, arguing that the brand helped change how people viewed the category by bringing fashion and high jewellery together.

For this edition, Arabo sought to create a genuine piece of high jewellery that could also function as a wearable bra. His concept relied on gold and diamonds rather than fabric, making the project as technically demanding as it was visually ambitious.

The more than 4,400 diamonds were cut into seven shapes: angel, heart, pear, marquise, oval, radiant and round brilliant. Four different setting techniques were used to maximise their brilliance and enhance the overall design.

However, the greatest challenge was ensuring that the piece could be worn comfortably. Without fabric to provide flexibility, the team had to pay particular attention to fit, weight distribution and movement.

Jenner’s precise measurements formed the basis of the design, with further adjustments made as the team developed a model fitted specifically to her body. Arabo explained that even the most accurate measurements could not replace the process of testing how a piece worked when worn.

Every curve, diamond and section of gold had to be positioned carefully to balance the bra’s visual impact with comfort and natural movement.

A History of Million-Dollar Designs

Victoria’s Secret introduced the Fantasy Bra tradition in 1996, when Claudia Schiffer wore the inaugural design in a print advertisement. Valued at $1 million, the piece established a legacy of increasingly elaborate creations that became a defining feature of the brand’s image.

Among the most memorable designs was the Millennium Bra, valued at $10 million and worn by Heidi Klum in 1999. In 2000, Gisele Bündchen modelled the $15 million Red Hot Fantasy Bra, which held the record as the most expensive version until Jenner’s appearance in 2026.

The last Fantasy Bra before this year’s return was the Atelier Swarovski Fantasy Bra, valued at $1 million and worn by Elsa Hosk in 2018.

Over the years, these creations have combined celebrity, luxury and spectacle, turning a lingerie item into a major fashion talking point. Although the Fantasy Bra serves an obvious promotional purpose, its continued appeal also reflects the craftsmanship and technical ingenuity required to produce such elaborate wearable pieces.

The 2026 version takes that concept to an unprecedented level. Beyond its extraordinary price, the design required close collaboration between jewellery specialists and the fashion team to ensure it could function on the runway.

For Selman, the project’s ambition ultimately came down to its audience. Despite the headlines generated by Jenner’s appearance and the $50 million valuation, he emphasised that the Fantasy Bra was created with the fans in mind.

“It’s for the fans,” he said. “It really is for the fans.”