Updated October 19, 2026.
For eight years the most famous bra in fashion sat in a drawer, and when it finally came out, it went to a woman with 380 million Instagram followers. Kylie Jenner walked the Victoria’s Secret Fashion Show on Sunday, October 18, at Sony Pictures Studios in Culver City, wearing the revived Fantasy Bra. It was her first time on that runway. Her name was on no announcement beforehand, so the first most people saw of it was Jenner herself, wings on, at the top of the runway.
What she actually wore
The look, as described by E! News: white angel wings, sparkling briefs, a sheer mini skirt and the bra itself, walked to Jade Thirlwall’s “Angel of My Dreams”. Marie Claire Australia reports she closed the show. For a family that usually narrates its own milestones, the front row stayed quiet on the record: Timothée Chalamet, Kris Jenner and Corey Gamble cheered, and the coverage quotes none of them.
Afterwards she posted a close-up of herself in the bra to her Instagram Story with three words, “BEST DAY EVER.” I believe her. Post-show captions usually come padded with thank-you lists and hashtags, and this one is just the feeling, in capitals.
https://twitter.com/enews/status/2111993751975694630
The bra, by the numbers
Jacob & Co. made it, and the jeweler’s own Instagram post is where the figures come from: “More than 1,000 hours to create. 15 artisans. 4,410 natural diamonds,” crafted from 3,218 individually designed components. The centerpiece is a 75.54-carat Fancy Vivid Yellow diamond, which E! News values at $22 million; the whole piece is widely reported at an estimated $50 million. Victoria’s Secret itself never names a price. Its own page simply calls it “the most expensive Fantasy Bra ever made”, which is the kind of sentence a lawyer approves.
@jacobandco Introducing The Fantasy Bra unlike anything the world has ever seen.
Inspired by the impossible: Jacob & Co. and @victoriassecret bring back the Fantasy Bra.
For four decades, Jacob & Co. has created pieces that shouldn’t be possible. So when Victoria’s S…
Jacob Arabo, the founder, told Vogue that the difficulty lay in fitting metal to a person: “Remember, this bra is made entirely of gold and diamonds—there is no fabric.” Then: “Even with exact measurements, what looks good on paper doesn’t always work the same way on the body.” On the brand’s site he went further: “I wanted to create the most expensive Fantasy Bra ever made, but value alone was never enough.” He is right about that. I expect the clip of the bra moving down the runway in Culver City to be replayed long after anyone can recall the $50 million estimate.
Why her, and why the comments are angry
Adam Selman, Victoria’s Secret’s chief creative officer, gave Vogue the official answer. “Kylie really extends beyond fashion, beyond culture, beyond TV, beyond one singular thing,” he said. “She’s really created her own culture, which—how many people can say that?” The theme of the night, in his word, was “fandomonium”.
Not everyone in the fandom agreed. Marie Claire Australia rounded up comments under the collaboration post, and the most common complaint was that the honor should have gone to a working model. E! News notes she is the first person who is not a Victoria’s Secret model to wear the bra. The brand’s own history explains the irritation. The tradition began in 1996 with Claudia Schiffer, according to the brand; in 2014 Alessandra Ambrosio and Adriana Lima shared it; the last wearer, in 2018, was Elsa Hosk, who walked again this year. Every one of those women was a professional model first.
I understand the frustration, though it is aimed at a show that changed some time ago. This Victoria’s Secret books headliners, and the Fantasy Bra went to the biggest one it could get. Jenner built her career on her own feed, and handing her the bra is a bet on that attention, made in plain sight. Selman picked “fandomonium” as the theme, and the casting followed the theme.
What Jenner and the brand have not said
Neither Jenner nor the brand has said anything about a contract, a campaign or a return next year, so calling her a Victoria’s Secret Angel would run ahead of the facts. Her relationship gets no new chapter here either: Chalamet showed up and clapped, which is roughly what we already knew. The one change I am sure of belongs to the brand. After eight years in a drawer the Fantasy Bra is a headline again, and Victoria’s Secret chose a famous wearer to carry it.
Jenner looked like she was enjoying every step, and her own “best day ever” is a warmer review than most runways get from the people who walk them. The working models in the comments still have a fair complaint, and Victoria’s Secret will answer it, or fail to, with next year’s casting.
Sources
- Victoria’s Secret on YouTube: Kylie Jenner Wears the Fantasy Bra, Victoria’s Secret Fashion Show (October 18, 2026)
- Victoria’s Secret: The Making of the Fantasy Bra (October 2026)
- Jacob & Co. on Instagram: the 2026 Fantasy Bra (October 18, 2026)
- E! News via Yahoo: Kylie Jenner makes surprise Victoria’s Secret Fashion Show debut (October 19, 2026)
- E! News via Yahoo: Why Kylie Jenner was chosen to wear the Fantasy Bra, quoting Adam Selman and Jacob Arabo to Vogue (October 19, 2026)
- Marie Claire Australia: Kylie Jenner makes surprise Victoria’s Secret show debut (October 19, 2026)
