Kylie Jenner makes her Victoria’s Secret runway debut wearing a Fantasy Bra by Jacob & Co., valued at US$50 million.
Kylie Jenner Walks the Runway in a $50 Million Diamond Bra, Sparking Debate
Kylie Jenner’s Victoria’s Secret debut came with thousands of diamonds, a $50 million valuation and a question that divided fans: should the coveted Fantasy Bra moment have gone to a veteran supermodel?
The beauty entrepreneur, 29, walked the brand’s October 18, 2026 show in Los Angeles wearing the diamond-covered creation by Jacob & Co. White feathered wings, a sheer miniskirt and clear heels completed her look.
It marked the Fantasy Bra’s first runway appearance since 2018. But its return brought more than admiration for the jewellery. Some viewers celebrated Kylie’s surprise appearance, while others questioned the decision to choose her over models with longstanding ties to Victoria’s Secret.
Inside the $50 Million Design
According to Jacob & Co., the creation is the most valuable Fantasy Bra the brand has produced.
Forbes reported that it features 4,410 diamonds, including a 75.54-carat Fancy Vivid yellow diamond at its centre. The stones have a combined weight of 1,373.39 carats and sit in 18-karat white and yellow gold.
The craftsmanship was as demanding as the diamond count suggests. Fifteen artisans spent more than 1,000 hours assembling approximately 3,218 individually designed components.
Despite its lingerie shape, the bra contains no traditional fabric. Its gold structure had to follow the body’s contours and allow movement while supporting the gemstones.
Designer Jacob Arabo told Vogue that achieving a comfortable fit was one of the biggest challenges. Each section needed careful adjustment to work on Kylie’s body, rather than simply look impressive in a drawing.
There was also a personal story within the design. Harper’s Bazaar reported that its Angel-cut diamonds were named after Arabo’s wife, Angela. Their 37 facets represent the couple’s 37 years of marriage.
Why Kylie’s Selection Sparked Debate
For longtime followers, wearing the Fantasy Bra carries a history closely associated with Victoria’s Secret’s best-known models.
Previous wearers include Tyra Banks, Heidi Klum, Gisele Bündchen, Adriana Lima, Alessandra Ambrosio and Candice Swanepoel. That history helps explain why some fans expected an established Angel to lead its comeback.
Coverage of the online response showed mixed opinions. Supporters welcomed Kylie’s appearance and admired the elaborate design. Critics argued that the opportunity should have recognised a model who had spent years building a relationship with the brand.
Those reactions reflect part of the online conversation, rather than a verdict shared by all Victoria’s Secret viewers.
Victoria’s Secret Explains the Choice
For Victoria’s Secret chief creative officer Adam Selman, Kylie’s influence beyond modelling was central to the decision.
Speaking to Vogue, he explained that the brand wanted to pair the much-requested return of the Fantasy Bra with an unexpected personality. Kylie’s reach across beauty, television and social media made her a strong fit for that approach.
The choice brought two different expectations into focus: fans hoping to see a familiar runway favourite receive the honour, and a brand seeking a surprise with broad celebrity appeal.
Kylie also had support close to the runway. People reported that her mother, Kris Jenner, and boyfriend, actor Timothée Chalamet, watched from the front row.
Her debut gave the returning Fantasy Bra an unmistakable celebrity moment. The diamonds drew attention, but the debate centred on who should have the honour of wearing them.
