The Million Dollar Bra — The Lexington Line

The Victoria’s Secret Fantasy Bra is back for the first time since 2018. Traditionally, the bra has been worn by esteemed Victoria’s Secret “Angels”; however, this year, the most expensive version of the bra was worn by internet influencer, entrepreneur, and reality TV star, Kylie Jenner.

According to Vogue, the bra costs about $50 million and is made out of precious gems and stones in partnership with Jacob & Co. Kylie’s bra has over 4,000 diamonds, which have been crafted by 15 artisans for over 1,000 hours. The center piece is a 75.54-carat yellow diamond, which alone is valued at $22 million. The bra is made to be worn, with flexible metals that move with the body and flow naturally, making it considerably the most luxurious bra.

These diamonds aren’t just any ordinary diamond shape; rather, they are cut into distinct silhouettes and sizes, including Jacob and Co.’s proprietary “Angel-cut”, which features 37 facets.

The larger question at hand is, of all the bombshells, ”why Kylie?” According to Victoria’s Secret Chief Creative Officer, Adam Selman, the brand chose Kylie because of her “cultural influence and ability to reach audiences beyond fashion.”

The Fantasy Bra was originally released in 1996, valued at $1 million. The first release was also featured in a magazine advertisement, worn by supermodel Claudia Schiffer. The bra then went on to be worn by and photographed on other models, including Heidi Klum, Adrianna Lima, Gisele Bundchen, and Miranda Kerr, and the bra enhanced its value up to $15 million.

Kylie is the first non-Angel model to wear the fantasy bra, breaking the tradition of having Victoria’s Secret models wear the piece. This signals a cultural shift in the entertainment industry, blurring the lines between influencer, model, and celebrity. Rather than relying exclusively on their models, Victoria's Secret has decided to follow a new route and embrace digital culture, entertainment, and pop culture, combining storytelling and lifestyle through lingerie collections.

Additionally, Kylie's large social media following may have been a strategic step for Victoria’s Secret, attracting new customers who may not have traditionally watched the runway show. The combination of a $50 million bra and 300 million followers expands the fashion show into a global spectacle.

Overall, Kylie’s debut signals a turning point in traditional runway shows, proving that fashion is no longer just about design and quality, but also about capturing eyes and creating buzz. By combining custom diamonds, a celebrity influencer, and a nostalgic piece, Victoria’s Secret transformed their collections from designs into a viral cultural conversation.

Do you think Kylie was the right bombshell for the job? Let us know in the comments!