Why Kylie Jenner was chosen to wear $50m Victoria’s Secret Fantasy Bra

Kylie Jenner wore Victoria’s Secret’s $50m Fantasy Bra at 2026 fashion show, marking her runway debut

Kylie Jenner made her Victoria’s Secret Fashion Show debut on October 18, becoming the first non-Angel to model the brand’s iconic Fantasy Bra. Valued at $50 million, the lingerie piece returned to the runway after an eight-year absence.

The 29-year-old wore the elaborate design, which features a yellow diamond worth $22 million and 4,410 additional natural diamonds.

Her appearance placed her among previous Fantasy Bra models, including Gisele Bündchen, Heidi Klum, Tyra Banks, Adriana Lima, Alessandra Ambrosio and Candice Swanepoel.

Victoria’s Secret chief creative officer Adam Selman explained that Jenner was selected because of her influence across entertainment, fashion and popular culture.

“Kylie really extends beyond fashion, beyond culture, beyond TV, beyond one singular thing,” Selman told Vogue. “That’s the exact same thing that we do. Like, the show is so big, it’s true entertainment, and I think that she is a great catalyst for that.”

Selman also described Jenner as someone who had developed her own cultural following. He said the show’s central concept was “fandomonium” and explained that the brand wanted to pair the Fantasy Bra with an unexpected personality who had significant cultural influence.

“I think it’s an interesting pairing that we’re giving the fans: we’re giving them what they want with this amazing Fantasy Bra, and we’re going to put it on an unexpected talent who has a massive following and massive cultural impact,” he said.

The bra was created by 15 craftspeople from Jacob & Co. over more than 1,000 hours. Weighing just under four pounds, the design is made entirely of gold and diamonds, without fabric.

Designer Jacob Arabo explained that achieving a comfortable fit while preserving the design was a significant challenge.

Jenner was supported by boyfriend Timothée Chalamet and her mother, Kris Jenner, during her runway appearance. Sharing a close-up of herself wearing the Fantasy Bra on October 18, she captioned it, “BEST DAY EVER.”