Kylie Jenner’s Victoria’s Secret Fashion Show debut came with some backlash over a multi-million-dollar accessory, and a very rich someone could soon have the chance to make it their own.
© Getty Images for Victoria's SecrThe $50 million Fantasy Bra the billionaire wore on the runway will return to Jacob & Co.’s New York City boutique, where it will be available for private purchase, Page Six exclusively reported.
Some earlier Fantasy Bras were broken down into individual jewelry pieces after their runway appearances, while others were displayed for the public. Jenner’s design, however, is expected to be sold as a complete piece.
© Getty Images for Victoria's SecrIts eventual selling price, however, has not been disclosed, so it's unclear whether a buyer will have to match its reported $50 million valuation.
Kylie herself could want to purchase it, considering she made her Victoria’s Secret runway debut wearing it. Her boo, Timothée Chalamet, and her momager, Kris Jenner, were cheering her on in the audience.
The bra was custom-fitted to Kylie and her famous chest.
Inside Kylie Jenner’s $50 million Fantasy Bra
The 2026 Fantasy Bra was designed in collaboration with Jacob & Co. founder Jacob Arabo, with 4,409 natural diamonds, including a 75.54-carat radiant-cut Fancy Vivid yellow diamond at its center.
That centerpiece alone is reportedly valued at $22 million. The diamonds are set in gold, and the finished design weighs just under four pounds.
According to Vogue, 15 craftspeople spent more than 1,000 hours bringing the bra to life. Because the design is made from precious metal and stones rather than conventional fabric, the team also had to consider how it would move with Jenner’s body.
© Getty Images for Victoria's SecrAt a reported $50 million, the finished piece surpassed every Fantasy Bra that came before it.
The previous record-holder was Gisele Bündchen’s Red Hot Fantasy Bra, featuring diamonds and Thai rubies valued at $15 million when she wore it in 2000.
What is the Victoria’s Secret Fantasy Bra?
© GettyThe Fantasy Bra is one of Victoria’s Secret’s signature fashion-show traditions and dates back to 1996, when Claudia Schiffer modeled the original Million Dollar Miracle Bra in a Victoria’s Secret print advertisement.
The design was valued at $1 million and helped establish the idea of turning a bra into a luxury-jewelry spectacle.
Over the years, the Fantasy Bra became one of the most anticipated moments, with some of the brand’s most recognizable Angels chosen to wear the designs.
© GettyKlum wore the $11 million Very Sexy Fantasy Bra in 2003, while Alessandra Ambrosio and Adriana Lima both wore Fantasy Bras in 2014.
© GettyThe last Fantasy Bra to appear on the runway before this year was worn by Elsa Hosk in 2018. Her Atelier Swarovski design was valued at $1 million and featured more than 2,100 Swarovski crystals.
© GettyThe tradition then went quiet for eight years, including when the Victoria’s Secret Fashion Show returned in 2024 and 2025. Its revival in 2026 brought the centerpiece back to the runway.
Why Victoria’s Secret chose Kylie Jenner
© Getty Images for Victoria's SecrFor a tradition historically associated with the brand’s Angels, Kylie was a different kind of choice.
Adam Selman, Victoria’s Secret’s executive vice president and chief creative officer, told Vogue that Kylie was selected because she is a “cultural powerhouse.”
“Kylie really extends beyond fashion, beyond culture, beyond TV, beyond one singular thing,” Selman said. He added that she had “really created her own culture,” describing her as a natural fit for a show that aims to be entertainment as much as a fashion event.
Kylie Jenner’s Fantasy Bra debut sparks backlash
© FilmMagicBut while Victoria’s Secret positioned Jenner as a major cultural draw, not everyone was convinced she was the right person to wear the brand’s most coveted piece of lingerie.
The decision prompted criticism from viewers who felt the Fantasy Bra should have gone to a veteran Angel rather than a celebrity making her Victoria’s Secret runway debut.
Across social media, some fans argued that the honor had historically represented years of work with the brand and questioned why an established model was passed over.
One commenter quoted by the Daily Beast called the decision “disrespectful to REAL models,” while other reactions questioned whether Kylie had earned the opportunity or was chosen largely because of her celebrity status.
