Kylie Jenner brought a new chapter to one of fashion’s most extravagant traditions when she wore the Fantasy Bra at the Victoria’s Secret Fashion Show in Los Angeles on October 18, 2026. Created by Jacob & Co. and reported at US$50 million, the piece placed extraordinary diamonds at the centre of the runway.

For jewellery lovers, its appeal goes beyond the headline value. The Fantasy Bra’s history is a story of exceptional gemstones, ambitious design and the craftsmanship needed to turn precious materials into something wearable.

Inside Kylie Jenner’s 2026 Fantasy Bra

The 2026 design features thousands of natural diamonds and a remarkable 75.54-carat natural Fancy Vivid yellow diamond. Its radiant-cut centrepiece brings a striking flash of colour to the surrounding white diamonds.

According to jewellery trade publication JCK, the creation required more than 1,000 hours of work by a team of 15. Its construction incorporated thousands of individual elements in 18k white gold, with articulated sections designed to follow the body.

That movement is part of what makes the piece so compelling. A creation of this scale must do more than hold exceptional stones: its structure must allow them to catch the light as the wearer walks.

The reported US$50 million figure is a valuation, rather than evidence of a completed sale.

How the Fantasy Bra tradition began

The story began in 1996, when Claudia Schiffer modelled the Million Dollar Miracle Bra for Victoria’s Secret advertising. Valued at US$1 million, it introduced the idea of transforming lingerie into a spectacular diamond creation.

The earliest editions appeared in campaigns and promotional appearances. They were not all worn in the fashion show in their year of introduction. The Fantasy Bra later became one of the runway’s most anticipated reveals, with a new design and a chosen model bringing each edition to life.

Memorable Fantasy Bras through the years

Gisele Bündchen and the Red Hot Fantasy Bra

In 2000, Gisele Bündchen modelled the Red Hot Fantasy Bra and matching bottoms, a diamond-and-ruby ensemble reported at US$15 million. It appeared in the holiday catalogue rather than on that year’s runway.

Its rich red gemstones helped establish an enduring Fantasy Bra signature: an unforgettable colour story supported by extraordinary stones.

Heidi Klum and the Heavenly Star Bra

Heidi Klum wore the Heavenly Star Bra in the televised 2001 show. Created by Mouawad, the design combined pink sapphires and diamonds around a striking 90-carat diamond centrepiece.

The composition showed how a single exceptional gemstone could anchor an elaborate design, giving the eye a focal point amid thousands of surrounding stones.

Two Fantasy Bras in 2014

Adriana Lima and Alessandra Ambrosio shared the spotlight in 2014, wearing two Dream Angels Fantasy Bras by Mouawad. Their coordinated appearances made the reveal a memorable double celebration of coloured gemstones and diamond craftsmanship.

Elsa Hosk and the 2018 design

Elsa Hosk wore the Swarovski-created Fantasy Bra in 2018. Its use of created diamonds added another chapter to the tradition before the Fantasy Bra’s eight-year absence ended with Jenner’s appearance in 2026.

Who has worn the Fantasy Bra

These are the models associated with each annual edition, including campaign appearances as well as runway presentations.

Jewellery inspiration beyond the runway

At Jacob Mercari, we appreciate the way these creations bring attention to gemstone colour, diamond shapes and thoughtful settings. A yellow diamond surrounded by white diamonds, a vivid ruby focal point or a combination of complementary cuts can inspire jewellery on a much more personal scale.

Explore  loose fancy diamonds at Jacob Mercari to discover the possibilities for your own collection.

References:

https://www.jckonline.com/editorial-article/jacob-co-fantasy-bra/

https://thediamondcollective.world/discover/victorias-secret-fantasy-bra/

https://www.teenvogue.com/story/victorias-secret-fashion-show-fantasy-bras-through-the-years