The spotlight drew all eyes, but the real conversation began when it was revealed who would wear the piece. Kylie Jenner made her Victoria’s Secret runways debut with the most valuable Fantasy Bra in history, a creation by Jacob & Co. estimated at US$50 million.
The appearance was conceived as a surprise. With a translucent mini skirt, clear shoes, and the classic white wings, the businesswoman occupied the space that, for decades, had been reserved for some of the brand’s most iconic models.
The decision achieved its goal: it brought the Fantasy Bra back to the center of pop culture. But it also sparked a question that spread across social media: why would a celebrity without a professional runway career receive an honor historically linked to supermodels?
The return of the Fantasy Bra after eight years
The Fantasy Bra returned to the runway for the first time since 2018, when Elsa Hosk unveiled a design adorned with more than 2,100 diamonds created by Swarovski and topazes. That piece was valued at one million dollars.
The tradition had begun in 1996 with Claudia Schiffer and, over the years, reached figures such as Tyra Banks, Heidi Klum, Gisele Bündchen, Adriana Lima, and Alessandra Ambrosio. More than a garment, wearing it became a symbolic coronation within the Victoria’s Secret universe.
For its return, the brand sought to reclaim that spectacular dimension and elevate it: it unveiled the most expensive version and chose a figure capable of turning the moment into a global event.
How the US$50 million Fantasy Bra looks
Designed in collaboration with the high-jewelry house Jacob & Co., the Fantasy Bra brings together 4,410 natural diamonds distributed across an articulated structure of precious metal. In the center sits a yellow diamond weighing 75.54 carats with a radiant cut.
The piece contains no fabric: it was conceived as a jewel able to adapt to the body and accompany its movements. It combines seven diamond cuts — Angel-Cut, heart, pear, marquise, oval, radiant, and round brilliant — and different prong-setting techniques.
Fifteen artisans worked for more than a thousand hours on its making. The result weighs just under four pounds and carries a valuation of US$ 50 million, far surpassing all previous versions.
Why Victoria’s Secret chose Kylie Jenner
The choice did not respond to a traditional modeling trajectory. Adam Selman, Victoria’s Secret’s creative director, explained that they were seeking a figure who transcends a single category and defined Kylie as a “cultural powerhouse.”
“Kylie truly goes beyond fashion, culture, television, and one thing,” Selman said as he explained the decision. For the brand, her ability to connect different audiences and spark conversation felt consistent with the current dimension of the show, understood not merely as a runway, but as a global spectacle.
With millions of followers and a presence across beauty, fashion, television, and business, Jenner represents a different kind of influence: she no longer relies exclusively on a modeling career.
The controversy: influence or modeling career?
On social media, some users questioned that the Fantasy Bra wasn’t worn by a model with years of work inside Victoria’s Secret.
The garment had historically been associated with its Angels and with established industry figures, so its presentation functioned as a recognition of a career.
Others defended the choice for its ability to restore relevance to the moment. Kylie managed to push the return of the piece across fashion borders and it immediately established itself in the public conversation.
The debate reflects a broader transformation: today, the weight of a figure within the industry is also measured by their digital reach, cultural impact, and power to attract audiences. Victoria’s Secret revived one of its most nostalgic symbols, but chose to present it under the current rules of fame.
The Fantasy Bra returned as a celebration of luxury and craftsmanship, though its protagonist ended up revealing something deeper: runways no longer belong solely to models. They are also territory for those who have the ability to dominate the conversation.
