Kylie Jenner made her Victoria’s Secret runway debut Sunday night in Los Angeles wearing a $50 million Fantasy Bra made by Jacob the Jeweler, the most expensive one in the show’s 30 year history and the first Fantasy Bra on the runway since 2018.
Kylie hit the runway at Sony Pictures Studios in Culver City with Kris Jenner, Timothée Chalamet and her son Aire watching, in a bra so iced out we’re surprised it didn’t come with its own security detail.
The piece was created by Jacob & Co., the luxury house founded by Jacob Arabo. The culture knows him as Jacob the Jeweler, the man behind the chains, watches and custom pieces hip hop has been name dropping for decades. The bra also marks Jacob & Co.’s 40th anniversary. Arabo said his goal was to make the most spectacular Fantasy Bra ever made, but that the price tag was never the point.
The bra is covered in 4,410 natural diamonds totaling 1,373.39 carats. At the center sits a 75.54 carat Natural Fancy Vivid Yellow diamond, radiant cut to bring out its color, and reportedly worth $22 million by itself. Around it are 91 large white diamonds totaling 405.06 carats, ranging from 5.01 to 18.59 carats each. A single 5 carat diamond would be the star of most engagement rings. This bra has 91 of them as the supporting cast.
There is no traditional fabric anywhere in it. Jacob & Co. built the entire piece from articulated 18 karat white gold and diamonds, using about 3,218 individually designed components so it moves with the body like fabric. The design comes from the brand’s Rare Touch Jewelry Collection, and it took 15 artisans more than 1,000 hours to finish.
Adam Selman, Victoria’s Secret’s chief creative officer, said Kylie’s standing as a “cultural powerhouse” is what made her the pick for the moment. The beauty mogul has built a billion dollar brand and stayed one of the most recognizable names in pop culture, and now she has the most valuable Fantasy Bra ever made on her résumé.
Victoria’s Secret introduced the Fantasy Bra in 1996, when Claudia Schiffer modeled the $1 million Million Dollar Miracle Bra in an ad. Over the years it became one of the brand’s signature traditions, worn by supermodels including Tyra Banks, Heidi Klum, Gisele Bündchen and Adriana Lima.
Until Sunday, the record belonged to Gisele’s $15 million Red Hot Fantasy Bra from 2000. Heidi Klum wore the $12.5 million Heavenly Star Bra in 2001, Gisele returned in the $12.5 million Sexy Splendor Fantasy Bra in 2005, and Damiani created the $3 million Harlequin Fantasy Bra in 2009. The last Fantasy Bra before this year was worn by Elsa Hosk in 2018 and valued at about $1 million.
At a reported $50 million, Kylie’s bra is worth more than three times the old record. After eight years away, the Fantasy Bra came back as the most expensive one ever made.
