Key Highlights
- Kylie Jenner made her runway debut at the Victoria’s Secret Fashion Show wearing a record-shattering $50 million Fantasy Bra crafted by Jacob & Co.
- The extraordinary piece features 4,410 natural diamonds, a massive 75.54-carat Fancy Vivid yellow diamond centerpiece, and zero fabric.
- Timothée Chalamet and Kris Jenner supported the Kylie Cosmetics founder from the front row at Sony Pictures Studios in Culver City, Los Angeles.
Kylie Jenner Debuts Victoria’s Secret Fantasy Bra in Culver City
Kylie Jenner has officially made her Victoria’s Secret runway debut, stepping out in the most expensive lingerie creation in the brand’s history. Held at Sony Pictures Studios in Culver City, Los Angeles, on Sunday, the star-studded event saw the 29-year-old Kylie Cosmetics founder walk the catwalk wearing a custom-engineered Fantasy Bra valued at an unprecedented $50 million.
Watching from the audience were Jenner’s boyfriend of over three years, 30-year-old Oscar nominee Timothée Chalamet, and her mother, The Kardashians star Kris Jenner. The duo smiled, clapped, and enthusiastically supported Jenner as she took the stage, which Jenner later celebrated on Instagram, calling the experience the ‘best day ever’.
Record-Breaking Craftsmanship by Jacob & Co
The record-breaking showpiece was designed by high-luxury jeweler Jacob & Co. Breaking previous records by a wide margin, the bra is the most expensive Fantasy Bra ever created by approximately $35 million. Constructed entirely without fabric, the piece is made purely of precious gold and diamonds engineered specifically to contour to Jenner’s measurements.
According to reports from Vogue, the creation incorporates “4,410 natural diamonds surrounding a 75.54-carat radiant-cut Fancy Vivid yellow diamond”. The fashion publication noted: “It took 15 craftspeople more than 1,000 hours to build it, and the finished product weighs just under four pounds. The total cost? A whopping $50 million, the highest price (by some $35 million) for a Fantasy Bra to date,” the fashion outlet explains.
Founder Jacob Arabo of Jacob & Co detailed the immense technical challenge required to build an all-metal luxury wearable, noting that ‘even with exact measurements, what looks good on paper doesn’t always work the same way on the body’. “Every curve, every diamond, and every piece of gold had to be carefully placed so the bra would be both beautiful and comfortable,” Arabo said.
The Creative Vision Behind the Runway Moment
The return of the opulent showpiece represents a direct response to audience enthusiasm. Adam Selman, chief creative officer at Victoria’s Secret, explained the deliberate strategy to lean into dramatic glamour and pop-culture spectacle.
“A big idea for the show was fandomonium,” adds Adam Selman, chief creative officer at Victoria’s Secret. “And the Fantasy Bra was one of the things that was requested the 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.”
Selman elaborated on why Jenner was chosen to showcase the high-profile piece, emphasizing her broad global reach and influence:
“Kylie really extends beyond fashion, beyond culture, beyond TV, beyond one singular thing,” he continued. “That’s the exact same thing that we do. Like, the show is so big, it’s true entertainment, and I think that she is a great catalyst for that.“She’s really created her own culture, which—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.”
Why This Matters
The Victoria’s Secret Fantasy Bra has long served as the centerpiece of the brand’s televised runway events, traditionally modeled by established “Angels.” By placing the multi-million-dollar creation on Kylie Jenner—an outside entrepreneur and cultural powerhouse rather than a conventional runway staple—the brand is explicitly merging high fashion, luxury jewelry artistry, and mega-influencer engagement. Adam Selman’s transparent acknowledgment of the piece as a bold marketing spectacle illustrates the brand’s contemporary strategy: leveraging sheer excess, viral fandom, and modern celebrity pairing to drive global attention.
Frequently Asked Questions
How much does the Kylie Jenner Victoria’s Secret Fantasy Bra cost?
The Jacob & Co Fantasy Bra worn by Kylie Jenner is valued at $50 million, making it the most expensive Fantasy Bra produced to date by roughly $35 million.
What gemstones and materials were used to create the bra?
The piece features no fabric whatsoever. It is custom-cast from gold and set with 4,410 natural diamonds framing a 75.54-carat radiant-cut Fancy Vivid yellow diamond. It weighs just under four pounds and took 15 artisans over 1,000 hours to construct.
Where was the Victoria’s Secret show held?
The show took place at Sony Pictures Studios in Culver City, Los Angeles.
