# Kylie Jenner's fifty million dollar bra > Victoria's Secret brought back its most expensive Fantasy Bra ever, designed by Jacob & Co. and worth fifty million dollars. - Title: Kylie Jenner's fifty million dollar bra · Business Insider - Summary: Victoria's Secret brought back its most expensive Fantasy Bra ever, designed by Jacob & Co. and worth fifty million dollars. Kylie Jenner modeled the most… - Keywords: kylie jenner, victoria's secret, fantasy bra, jacob & co, fashion show, luxury lingerie, business, technology, Kylie, Jenner's, fifty, million - Source: Business Insider — https://businessinsider.com/victorias-secret-fantasy-bra-evolution-fashion-show-photos-2026-10 - Author: Amanda Krause - Published: 2026-10-19T18:01:06.466+00:00 - Read time: 3 min - Topics: kylie jenner, victoria's secret, fantasy bra, jacob & co, fashion show, luxury lingerie, business, technology ## Fantasy Bra returns after eight years Victoria's Secret held its annual fashion show in Los Angeles on Sunday night, bringing back the Fantasy Bra for the first time since two thousand eighteen. ## Kylie Jenner models the record-breaking bra Kylie Jenner wore the bra, designed by Jacob & Co., which is the most expensive Fantasy Bra ever created at fifty million dollars. ## The bra's extraordinary construction The bra was made entirely of diamonds and gold, unlike past versions with fabric bases. ## Over one thousand hours of craftsmanship The two thousand twenty six Fantasy Bra took over one thousand hours to make, representing an extraordinary investment of time and skill by Jacob & Co. artisans. ## Fashion show's comeback strategy Victoria's Secret's annual fashion show returned in two thousand twenty four after being canceled five years earlier. The brand uses the show to attract new shoppers by leaning into nostalgia. ## Expanded merchandise and promotion This year Victoria's Secret ramped up social media promotion and made seventeen times as many runway items available to purchase, according to Barron's reporting. ## The original Fantasy Bra in nineteen ninety six Claudia Schiffer wore the debut Fantasy Bra in nineteen ninety six, dubbed the Million Dollar Miracle Bra. The diamond encrusted lingerie was introduced via a massive New York City billboard. ## Tyra Banks and the Diamond Dream Bra Tyra Banks modeled the Diamond Dream Bra in nineteen ninety seven, crafted from white satin lined with diamonds and a forty two carat teardrop gem. It cost three million dollars. ## Gisele Bündchen's Red Hot Fantasy Bra Gisele Bündchen modeled the Red Hot Fantasy Bra in two thousand, a ruby covered bra and matching panties costing fifteen million dollars when designed, the most expensive lingerie set at that time. ## Heidi Klum's Heavenly Star Fantasy Bra Heidi Klum wore the Heavenly Star Fantasy Bra in two thousand one, decorated with one thousand two hundred Sri Lankan pink sapphires, two thousand three hundred round white diamonds, and a ninety carat diamond at… ## Karolína Kurková's Star of Victoria Karolína Kurková debuted the two thousand two Star of Victoria Fantasy Bra, a ten million dollar piece with one thousand one hundred fifty rubies shaped as roses, one thousand six hundred emeralds as leaves, and… ## Klum returns with chainmail design Heidi Klum modeled the two thousand three Very Sexy Fantasy Bra, an eleven million dollar chainmail style piece made from two thousand eight hundred nine white diamonds, yellow orange sapphires, rhodolites, and amethysts. ## Bündchen's Sexy Splendor in two thousand five Gisele Bündchen modeled the two thousand five Sexy Splendor Fantasy Bra, a twelve point five million dollar see through piece with twenty two rubies and two thousand nine hundred pavé set diamonds in floral pattern… ## Kurková's Hearts on Fire in two thousand six Karolína Kurková modeled her second Fantasy Bra in two thousand six, the Hearts on Fire Fantasy Bra valued at six point five million dollars. ## Holiday twist and darker designs follow Victoria's Secret created holiday and darker themed Fantasy Bras from two thousand seven through two thousand nine, including the four point five million dollar Very Sexy Holiday bra with rubies, emeralds, and yellow sapphires arranged… ## Designs from two thousand ten through two thousand eighteen Fantasy Bras continued evolving with designs like the two million dollar Bombshell Fantasy Bra in two thousand ten, the two point five million dollar Fantasy Treasure Bra in two thousand eleven, and the one million… ## Designer Jacob Arabo achieved his goal Jacob Arabo of Jacob & Co.said ahead of the show that his goal was to create the most expensive Fantasy Bra ever made.With Kylie Jenner's fifty million dollar bra, he delivered on that ambition. > it was his goal to create "the most expensive Fantasy Bra ever made," and he delivered. ## Key takeaway Kylie Jenner modeled the most expensive Fantasy Bra in Victoria's Secret history at fifty million dollars, designed by Jacob & Co., as the brand revived the tradition after an eight-year gap.