Kylie Jenner hits the runway wearing a ‘Fantasy Bra’ worth $50 Million; Victoria’s Secret sparks controversy

Victoria’s Secret’s iconic ‘Fantasy Bra’ has made a comeback after an eight-year hiatus, with American star Kylie Jenner wearing it on the runway. Crafted from diamonds and 18-karat white gold, this exclusive piece is valued at approximately $50 million. However, alongside the glitz of this luxurious showcase, the decision to select Kylie Jenner as the model has sparked some controversy.

For models, the opportunity to wear the ‘Fantasy Bra’ at a Victoria’s Secret fashion show has long been considered a distinct honor. German supermodel Claudia Schiffer was the first to wear it on the runway in 1996. In the years that followed, stars such as Alessandra Ambrosio and Adriana Lima also donned the piece. Most recently, model Elsa Hosk was seen wearing the Fantasy Bra in 2018.

Reviving the tradition after eight years, the brand chose American media personality and cosmetics entrepreneur Kylie Jenner to showcase the Fantasy Bra.

A $50 Million Lingerie Piece Crafted from Diamonds and Gold

The current Fantasy Bra is valued at approximately $50 million USD (roughly 6.186 billion Bangladeshi Taka). It was created in collaboration with the luxury watch and jewelry brand Jacob & Co., with the company’s founder and designer, Jacob Arabo, overseeing the design.

Inspired by Jacob & Co.’s collection of rare jewelry, the piece is fashioned from 18-karat white gold and 4,410 diamonds. The combined weight of the diamonds and gold totals 1,373.39 carats. The design features intricate crystal detailing and decorative, dangling fringe elements. The most striking feature of this bra is a rare, deep-yellow diamond weighing 75.54 carats. Classified as a "Fancy Vivid Yellow" diamond, it alone is valued at approximately $22 million—roughly 272.18 crore Bangladeshi taka.

Fifteen skilled artisans worked to create the bra, a process that took over 1,000 hours to complete. According to Jacob & Co., this is the most valuable "Fantasy Bra" they have ever produced.

On the runway, Kylie wore the piece paired with a silver thong, a white miniskirt, and transparent heels. Large, white feathered wings adorned her back, perfectly capturing the signature, extravagant runway style associated with Victoria’s Secret.

Why the controversy over choosing Kylie?

While the immense value of the Fantasy Bra has sparked discussion, the decision to select Kylie Jenner as the model has also drawn mixed reactions.

Many on social media have welcomed the choice, arguing that Kylie’s massive popularity and cultural influence could play a significant role in promoting the brand. Others, however, have questioned why the opportunity wasn't given to an experienced supermodel with a long-standing career in the fashion industry.

According to Joel Marlynarson—a British social media strategist, marketing expert, and content creator—the decision to choose Kylie was a calculated one. In an interview with BBC Newsbeat, he explained that brands are no longer looking solely at traditional modeling standards; instead, they are prioritizing who can capture the attention of the widest possible audience.

Marlynarson notes that Kylie enjoys significant popularity among younger audiences, with a massive following on social media. She is also a familiar face to a generation that grew up watching the reality show featuring the Kardashian family. On the other hand, some long-time enthusiasts of the fashion world believe that the brand is drifting away from the legacy established by legendary supermodels like Naomi Campbell. They argue that popularity on social media is now being prioritized over modeling expertise and experience.

Kylie: More than just a model—an influential star

According to Adam Selman, Chief Creative Officer at Victoria’s Secret, Kylie is not merely a fashion star; she is a figure with significant cultural influence. Her presence across fashion, television, and social media provides the brand with an opportunity to reach new audiences.

In today’s marketing landscape, the popularity of celebrities, their social media following, and their potential to generate media buzz have become central to brand strategies. Many view the decision to feature Kylie as part of this broader shift.

However, critics argue that such decisions risk overshadowing the contributions and skills of professional models. Thus, the controversy surrounding the ‘Fantasy Bra’ is not just about a single garment or a specific celebrity; it touches upon the broader debate regarding the relative importance of celebrity popularity versus professional expertise in the modern fashion industry.

A transformed Victoria’s Secret amidst controversy

Following criticism—ranging from declining viewership and allegations of gender-based discrimination to outdated presentations and a lack of diversity—Victoria’s Secret discontinued its fashion show after 2018. In 2024, the event made a comeback with a pledge to "celebrate women of all types."

In this revived show, the brand sought to emphasize diversity by including models with a wide range of body types and features, such as plus-size model Ashley Graham.

Yet, the renewed discourse surrounding the ‘Fantasy Bra’ highlights that striking a balance between the brand’s heritage and its modern marketing strategies remains a significant challenge.

Some critics have also questioned the social relevance of such an elaborate spectacle centered around an exorbitantly expensive luxury item—especially at a time when the cost of living is rising.

Given the struggles many people face in meeting their basic needs, some view such a fashion show as an unnecessary luxury.

All in all, Kylie Jenner’s appearance on the runway wearing a ‘Fantasy Bra’ has not only brought the legacy of Victoria’s Secret back into the spotlight but has also raised questions about the future of the fashion industry. For the brand, this represents a new marketing opportunity; for critics, it serves as yet another chapter in the ongoing debate surrounding popularity, professionalism, and the true cost of luxury.