Kylie Jenner Models Victoria's Secret Fantasy Bra at 2026 Runway Show
The Kardashians star became the first non-Angel to wear the $50 million bustier, and the brand says her cultural reach was the reason
By AXY Celebrity Desk ·
Key points
- Kylie Jenner became the first non-Victoria's Secret Angel to model the Fantasy Bra at the 2026 VS Fashion Show on Oct. 18.
- The bra is valued at $50 million, includes a yellow diamond worth $22 million, and was built by 15 Jacob & Co. craftspeople over more than 1,000 hours.
- Chief creative officer Adam Selman said Jenner was chosen because her cultural influence extends far beyond fashion.
- The bra had been absent from the runway for eight years before its return.
- Designer Jacob Arabo said the lack of fabric made the bra difficult to fit and make comfortable.
Kylie Jenner walked the runway at the 2026 Victoria's Secret Fashion Show on Oct. 18 wearing the brand's Fantasy Bra, becoming the first non-Victoria's Secret Angel to model the lingerie piece. According to E! News, which published its report on Oct. 19, the appearance came after the Fantasy Bra had been absent from the catwalk for eight years. Victoria's Secret has defended the decision, with its chief creative officer saying the Kardashians star was chosen because her influence extends well beyond fashion.
The bra is valued at $50 million. Its centrepiece is a yellow diamond worth $22 million on its own, and it is set with 4,410 other natural diamonds, according to the report. The piece weighs just under 4 pounds, and 15 craftspeople from the jewellery house Jacob & Co. spent more than 1,000 hours building it.
Who Has Worn the Fantasy Bra Before
The Fantasy Bra has long been one of the most closely watched items in the brand's annual runway show, which is built around a small group of models known as Victoria's Secret Angels. Being chosen to wear the bra is traditionally treated as the highest honour on the runway, and the piece has become as much a part of the show's identity as the lingerie collections and stage productions around it.
The E! News report lists several past wearers who received that honour: Gisele Bündchen, Heidi Klum, Tyra Banks, Adriana Lima, Alessandra Ambrosio and Candice Swanepoel. All of them are Angels, and their names are closely tied to the brand's peak years of runway prominence. Kylie Jenner joins that list as the first wearer from outside the Angel group, which is why her appearance drew attention beyond the usual fashion press.
The gap in the bra's runway history is also part of the story. An eight-year absence means that a new generation of fans may not have seen the piece worn on the catwalk, and the brand's decision to bring it back with a non-Angel gives the return a different character than a routine reappearance would have.
Why Victoria's Secret Chose Kylie Jenner
In a Vogue interview published on Oct. 18, Victoria's Secret chief creative officer Adam Selman explained the choice. He said Jenner "really extends beyond fashion, beyond culture, beyond TV, beyond one singular thing," and argued that this is the same thing the brand itself does. "The show is so big, it's true entertainment," he said, adding that Jenner is "a great catalyst for that."
Selman also pointed to her independent reach. "She's really created her own culture, which—how many people can say that?" he said, according to the interview. He described the "big idea for the show" as "fandomonium," a term he used to suggest a heightened level of fan excitement.
Selman framed the decision as a deliberate pairing. "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. He added that the choice was meant to be "fun" and "joyful," and to celebrate the show "in a different way that people aren't going to expect."
In analytical terms, the logic is straightforward. A traditional runway model brings a loyal audience to the show, but a figure with a large social media following and a presence in television and celebrity culture can reach people who may not normally watch a lingerie show at all. Brands in many sectors have used high-profile public figures in similar ways to widen their audience. Whether that approach succeeds depends on whether the new audience stays engaged with the brand's products after the broadcast ends.
The Craftsmanship Behind the Bra
The Fantasy Bra is also a jewellery and engineering project, and the challenges of building it were a significant part of the story. Designer Jacob Arabo told Vogue that the piece is "made entirely of gold and diamonds" and that "there is no fabric." That absence of fabric, he said, made the fit especially difficult. "Getting the right fit and making sure it could move naturally with the body was not easy," he said.
Arabo described the "biggest challenge" as ensuring the bra was comfortable to wear while staying true to the original design. "Even with exact measurements, what looks good on paper doesn't always work the same way on the body," he said. "Every curve, every diamond, and every piece of gold had to be carefully placed so the bra would be both beautiful and comfortable."
The comments explain why a piece of this kind requires so much time. Because the bra is rigid and set with stones, every component has to be placed so that it sits securely against a body that moves while walking, turning and posing. A design that looks balanced in drawings or fitting measurements can still shift or pinch once it is worn, so the process depends on repeated adjustment. Selman's description of the piece as "almost museum quality" reflects how the brand is presenting it: less as a runway costume and more as a crafted object.
What the Choice Signals for Victoria's Secret
The decision to put a non-Angel in the Fantasy Bra comes at a time when many fashion brands are looking for ways to stay relevant to younger audiences who follow celebrities closely online. For Victoria's Secret, the Angel model has been central to its image for decades, so changing who wears its most valuable piece is a notable move. It suggests the brand sees its future audience as one shaped by celebrity culture and entertainment, not only by traditional fashion.
There is also a risk. Some longtime fans may read the choice as a departure from the Angel tradition, while others may see it as an overdue update. Analysts who follow luxury and retail marketing often note that a high-profile collaboration can generate strong attention in the short term, but its long-term value depends on whether the brand's products and message feel consistent with the person chosen. The brand has framed Jenner's appearance as a celebration of cultural influence, and how that framing is received will shape how the choice is judged.
The $50 million price tag and the extensive craftsmanship also raise a practical question about what the Fantasy Bra represents in a commercial sense. The piece is a showpiece rather than a product sold to shoppers, so its main role is to generate publicity and reinforce the brand's image. In that sense, the choice of wearer matters as much as the object itself.
What to Watch Next
Several questions will shape how this moment is remembered. The first is whether Victoria's Secret continues to cast non-Angel figures in its signature roles or treats Jenner's appearance as a one-off. The brand's future show lineups and any announcements about its Angel roster would be the clearest indicators of that direction.
The second is how audiences respond beyond the runway. Viewership, social media engagement and sales trends around the brand may offer early signals of whether the pairing achieved what Selman described as a new kind of fan experience. Those measures take time to become clear, and any early reading should be treated with caution.
The third is how the Fantasy Bra itself is used in future. Its return after an eight-year absence has shown that the piece still carries significant attention. Whether it becomes a regular feature of the show again, or remains an occasional event, will help clarify how the brand plans to use its most prominent piece of runway jewellery in the years ahead.
Questions and answers
Why was Kylie Jenner chosen to wear the Victoria's Secret Fantasy Bra?
Victoria's Secret chief creative officer Adam Selman said Jenner's influence extends beyond fashion, television and one singular field, and that she has built her own culture. He said the brand wanted to pair the bra with an unexpected talent who has a massive following.
Who was the first non-Angel to wear the Fantasy Bra?
Kylie Jenner was the first non-Victoria's Secret Angel to model the Fantasy Bra, appearing at the 2026 VS Fashion Show on Oct. 18. Past wearers listed in the report, such as Gisele Bündchen and Heidi Klum, were all Angels.
How much is the Victoria's Secret Fantasy Bra worth?
The bra is valued at $50 million. It features a yellow diamond centrepiece worth $22 million alone and 4,410 other natural diamonds, according to the E! News report.
How long did it take to make the Fantasy Bra?
The bra took 15 Jacob & Co. craftspeople more than 1,000 hours to build, according to the report. Designer Jacob Arabo said getting the fit right was difficult because the bra is made of gold and diamonds with no fabric.
Topics: Kylie Jenner, Victoria's Secret, Victoria's Secret Fashion Show, Fantasy Bra, Adam Selman, Jacob & Co., Jacob Arabo
Sources: E! News