Kylie Jenner, Victoria's Secret create fandemonium with $50-million Fantasy Bra

Well, it's not everyday wear, is it? But apparently the Fantasy Bra - a tradition that began in 1996 with supermodel Claudia Schiffer doing the honours - was the most sought-after item from the 2025 edition of the annual Secret Fashion Show by lingerie emporium Victoria's Secret. The brand, which came under criticism in recent years for sending only traditionally slender models down the runway, has not featured the Fantasy Bra since 2018. This dazzling piece was created by Jacob & Co, which prides itself on "pieces that shouldn’t be possible". Its Uzbek-American owner, Jacob Arabo, said in an interview quoted by Vogue magazine: “Victoria’s Secret took something as simple as a bra and transformed it into a piece of high jewellery. Nobody was doing anything like that at the time. It brought together two worlds – fashion and high jewellery – in a way I had never seen before.” For this new iteration, Arabo aimed to create "a piece of high jewellery that could be worn as a bra. No fabric, only gold and diamonds". US model, businesswoman and TV personality Kylie Jenner, 29, displayed the Bra, which features 4,409 diamonds rendered in seven cuts – angel, heart, pear, marquise, oval, radiant and round brilliant. At its heart lies an extraordinary 75.54-carat natural Fancy Vivid Yellow diamond.

Keywords: Victoria's Secret Kylie Jenner Fantasy Bra, Victoria's Secret 2026, Jacob & Co Fantasy Bra, diamond and gold bra, lingerie