Reality television star and entrepreneur Kylie Jenner made her debut at the Victoria’s Secret Fashion Show, becoming the first non-Angel to wear the brand’s iconic Fantasy Bra, valued at an estimated $50 million.
Jenner took to the runway during the October 18, 2026, edition of the fashion show, which marked the return of the famed Fantasy Bra after an eight-year hiatus. Among those cheering her on were her mother, Kris Jenner, and boyfriend, Timothée Chalamet.
The extravagant piece was created in partnership with luxury jewellery house Jacob & Co. and features 4,411 natural diamonds, including a yellow diamond centrepiece reportedly valued at $22 million. According to Vogue, the bra required more than 1,000 hours of craftsmanship and the expertise of 15 artisans to complete.
Victoria’s Secret Executive Creative Director, Adam Selman, said Jenner was selected for the role because of her influence across fashion, entertainment and popular culture.
“Kylie really extends beyond fashion, beyond culture, beyond TV, beyond one singular thing,” Selman said, describing her as a “cultural powerhouse.”
He added that pairing Jenner with the Fantasy Bra was intended to create a memorable moment for audiences while celebrating her impact as a global entrepreneur and media personality.
Jenner now joins a select group of supermodels who have worn the coveted Fantasy Bra, including Gisele Bündchen, Heidi Klum, Tyra Banks, Alessandra Ambrosio, Adriana Lima, and Candice Swanepoel.
The Fantasy Bra tradition began in 1996 when Claudia Schiffer modelled the first edition in a print campaign. That original design was valued at $1 million, a fraction of the estimated value of Jenner’s version.
For her runway appearance, Jenner paired the diamond-encrusted bra with a crystal-studded thong, a sheer mini skirt, clear heels and the signature white feathered wings associated with Victoria’s Secret.
Following the show, the Kylie Cosmetics founder shared a close-up image of the bra on her Instagram Stories with the caption: “BEST DAY EVER.”
