Kylie Jenner wore the most expensive Fantasy Bra in Victoria's Secret history. See the bras that came before it.
Kylie Jenner modeled the most expensive Victoria's Secret Fantasy Bra ever created, valued at $50 million, during the 2026 fashion show. The event marks the brand's ongoing effort to leverage nostalgia and attract new shoppers following the show's 2019 cancellation.
Why it matters
The return of the Fantasy Bra highlights Victoria's Secret's strategic pivot to reclaim its cultural relevance and market share through high-profile celebrity partnerships.
Kylie Jenner at the Victoria's Secret Fashion Show 2026. Michael Buckner/WWD via Getty Images The Fantasy Bra was a staple of the Victoria's Secret Fashion Show before it was canceled in 2019. The diamond-encrusted bra was always extravagant and worn by a top model at the VS Fashion Show. Kylie Jenner brought it back in 2026, modeling the most expensive Fantasy Bra ever created. Victoria's Secret brought some extra sparkle to its runway on Sunday night. The brand's annual fashion show, which returned in 2024 after being canceled five years earlier , was held in Los Angeles, with models including Adriana Lima and Barbara Palvin donning their wings for the occasion. Since making its comeback, the fashion show has been more than a spectacle for Victoria's Secret. It's also been a way to attract a new generation of shoppers by leaning into nostalgia .
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