The Victoria’s Secret Fashion Show witnessed a significant revival this year, showcasing a remarkable sight not seen since 2018: the return of the Fantasy Bra. This year’s highlight was none other than Kylie Jenner, who donned the dazzling piece during the show held in Los Angeles on October 18, 2026. The bra, crafted by luxury jeweller JACOB & CO., will be available for private purchase, marking another significant chapter in the continuing legacy of this iconic lingerie piece.
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According to a representative for Victoria’s Secret, the stunning Fantasy Bra will retail for a staggering $50 million, making it the most expensive in the brand’s storied history. Weighing in at a substantial four pounds, the bra is adorned with an impressive 4,410 natural diamonds, which includes a standout 75.54-carat radiant-cut Fancy Vivid yellow diamond. This combination of luxury and artistry has earned it the title of the priciest Fantasy Bra to date, surpassing Gisele Bündchen’s previous record of $15 million set in the year 2000.
The bra’s hiatus since its last appearance in 2018—a moment that saw model Elsa Hosk stepping into the spotlight—has only added to the excitement surrounding its return. This year’s show was further enhanced by Jenner’s presence, reinforcing her status as a “cultural powerhouse,” as noted by Adam Selman, Victoria’s Secret’s Executive Vice President and Chief Creative Officer. Selman emphasized that Jenner embodies the very essence of the brand’s message, extending her influence beyond mere fashion into culture and entertainment.
Selman’s choice to highlight Jenner as the new face of this coveted piece reflects a strategic decision rooted in her broad appeal. “Kylie really extends beyond fashion, beyond culture, beyond TV, beyond one singular thing,” he explained, highlighting the dynamic nature of both Jenner’s persona and the show itself. The collaboration appears to align with the brand’s vision of marrying fashion with entertainment, aiming to resonate with a wider audience.
Kylie Jenner’s debut in the Fantasy Bra has not gone unnoticed, with the reality star sharing numerous glimpses into her historic moment on social media. Among the behind-the-scenes snippets shared on her Instagram Stories was a photograph of herself backstage, wearing a traditional Victoria’s Secret pink and white striped robe personalised with her name, which was complemented by shimmering wings—a hallmark of the Victoria’s Secret Angels.
Her children, Stormi, aged 8, and Aire, aged 4, were also part of the memorable evening, watching in amazement as their mother graced the runway adorned in the stunning Fantasy Bra and oversized white angel wings. The presence of her family—including her mother, Kris Jenner, and her boyfriend, actor Timothée Chalamet—added a personal touch to the event, showcasing the familial support that accompanied this significant moment in her career.
In addition to the glamour and prestige of the event, the Fantasy Bra’s return serves as a reminder of the brand’s ongoing evolution in the fashion industry. The decision to reintroduce the bra has generated excitement and curiosity, not only about the bra itself but also about future collections and presentations. As Victoria’s Secret continues to redefine its image, the 2026 show marks a pivotal moment in blending tradition with contemporary celebrity culture.
While the exact details surrounding the sale of the Fantasy Bra remain somewhat vague, it is clear that the collaboration between Victoria’s Secret and JACOB & CO. has elevated the concept of high-fashion lingerie to new heights. As the consumer landscape shifts and evolves, the brand’s ability to captivate audiences with such exclusive offerings is sure to play a significant role in its resurgence within the competitive world of fashion.
The return of the Fantasy Bra and the involvement of figures like Kylie Jenner may very well serve to bridge gaps between past traditions and present influences, ensuring that Victoria’s Secret remains a central player in the ever-changing narrative of modern fashion. With such a remarkable start to their revived shows, the future certainly looks promising for the brand and its iconic offerings.