Victoria’s Secret Brings High Jewellery to Its Fantasy Bra With Kylie Jenner and Jacob & Co

Kylie Jenner made her Victoria’s Secret Fashion Show debut in Los Angeles on October 18, wearing a creation valued at approximately Rs 480 crore. Designed in collaboration with luxury jewellery house Jacob & Co, the brand’s iconic Fantasy Bra features thousands of natural diamonds, including a 75.54-carat Fancy Vivid yellow diamond. Its return marks the revival of one of fashion’s most extravagant runway traditions after an eight-year hiatus.

For Jenner, the appearance was a first. For Victoria’s Secret, it was an opportunity to bring back a showpiece that has long blurred the lines between lingerie, fine jewellery and fashion spectacle. The 2026 edition is also the most expensive Fantasy Bra yet, placing diamonds and craftsmanship at the centre of the brand’s latest runway moment.

Detailing The Fantasy

The Victoria’s Secret Fantasy Bra 2026 features 4,410 natural diamonds, anchored by a 75.54-carat Fancy Vivid yellow diamond. Weighing nearly four pounds, the creation took 15 craftspeople more than 1,000 hours to complete. Its reported valuation of approximately Rs 480 crore makes it the most expensive iteration in the Fantasy Bra’s history.

The collaboration brings together Victoria’s Secret’s signature lingerie aesthetic and Jacob & Co.’s approach to high jewellery. Founded by Jacob Arabo, the jewellery house is known for statement-making creations that combine precious stones with elaborate designs. For this project, the brief was to create a piece of high jewellery that could be worn as lingerie, rather than simply embellish a conventional bra.

The design draws inspiration from Jacob & Co.’s Rare Touch jewellery collection, which explores how precious metals and gemstones can move with the body. The Fantasy Bra takes that concept further, using gold and diamonds instead of fabric. Its stones feature seven cuts, including the house’s proprietary Angel-Cut, alongside heart, pear, marquise, oval, radiant and round brilliant cuts.

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The technical challenge was ensuring that the elaborate piece could move with its wearer. The design was developed around Jenner’s measurements, with attention to fit, flexibility and comfort. The result is a runway creation that treats the human body as both its canvas and the framework for its craftsmanship.

A Runway Tradition Returns

First introduced in 1996, the Fantasy Bra became one of Victoria’s Secret’s most recognisable showpieces. Claudia Schiffer wore the inaugural version, valued at approximately Rs 9 crore at the same conversion rate used for this story. Over the years, the tradition has featured creations worn by supermodels including Heidi Klum and Gisele Bündchen. In 2000, Bündchen modelled the Red Hot Fantasy Bra, valued at approximately Rs 135 crore.

The last Fantasy Bra to appear on the runway was worn by Elsa Hosk in 2018. Its return in 2026 brings the tradition back into focus, with Jenner taking on a role historically associated with the brand’s Angels.

Her selection also reflects the changing relationship between celebrity culture and fashion presentations. As a beauty entrepreneur with a significant social media following, Jenner brings an audience that extends beyond traditional runway viewers. Her appearance places the Victoria’s Secret Fantasy Bra at the intersection of celebrity style, luxury craftsmanship and fashion entertainment.

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Ultimately, the Jacob & Co Fantasy Bra is not an everyday lingerie purchase, but a statement of what happens when jewellery-making becomes part of a fashion performance. Its extraordinary valuation may draw the first glance, yet its diamond setting, engineering and painstaking construction reveal the work behind the spectacle. For Victoria’s Secret, the return is a reminder that, in the world of luxury lingerie, the runway can become a stage for jewellery on an almost monumental scale.