Since 1996, the Victoria’s Secret Fantasy Bra has been one of the most recognizable pieces to walk the runway. This year the tradition returns in partnership with Jacob & Co., the official partner of the 2026 Victoria’s Secret Fashion Show. Kylie Jenner wears the piece, which is valued at $50 million and is the most valuable Fantasy Bra the brand has ever produced.
This weekend, reports of unrest in Paris, Milan and Tirana filled the news, with some accounts describing looted luxury stores. The jewelry business has not paused for it. On October 18, while those images were still circulating, Victoria’s Secret unveiled its most valuable Fantasy Bra yet, a piece that asks what luxury is for when the streets feel unsettled.
A 75.54-Carat Centerpiece
At the core sits a 75.54-carat radiant-cut natural diamond graded Fancy Vivid Yellow and VS2 clarity by the Gemological Institute of America (GIA). Fancy Vivid is the institute’s highest grade for color intensity. Two round brilliant white diamonds totaling 11.85 carats flank it.
The radiant cut was chosen for how it handles color. Its cropped corners resemble an emerald cut, while its brilliant-style faceting sends light on a longer path through the stone. The result is a yellow that fills the diamond from edge to edge, without the pale center a more open cut can leave.
The piece holds 4,410 natural diamonds weighing 1,373.39 carats in total. Ninety-one large white diamonds account for 405.06 carats. They range from 5.01 to 18.59 carats and come in six shapes, including Jacob & Co.’s proprietary Angel-Cut, which the house created to mark its 40th anniversary. The remaining 4,318 round diamonds add 892.79 carats. The structure uses 18K white and yellow gold across 3,218 individual components.
Built Like Lingerie, Made Like Jewelry
The process began with a pencil sketch and a full-scale chipboard maquette, measured by hand on a bust form. The design team then built a detailed CAD model, cast each component in 18K white gold using the lost-wax method, and set every stone by hand. The framing bars under the cups have a knife edge shaped to rest against the rib cage, and the cups curve inward like a fabric bra. Each strand of the fringe is a chain of linked settings that moves with the body. According to the house, the work took more than 1,000 hours and 15 artisans.
Jacob Arabo, founder, chairman and creative director of Jacob & Co., described the goal this way: “For me, it had to be about the diamonds, the light and the movement.” Adam Selman, EVP and Chief Creative Officer of Victoria’s Secret & Co., said Arabo “designs for the person wearing it,” which is why the brand chose him.
Do We Need These Fantasies?
Nobody needs a bra made of gold and diamonds, and no one will wear one to the grocery store. The Fantasy Bra is a marketing machine, a moment built to fill feeds for a week, and both brands know it. In a week when many readers are watching streets and storefronts on their screens, the contrast is hard to miss.
Still, the piece deserves more than a dismissive shrug. Its value comes from the craft: thousands of hand-finished parts, a fringe engineered to move, and a stone cut to pull color from the center outward. Jewelry houses such as Jacob & Co. rarely get a runway this large, and this one uses it to show what its artisans can do. The $50 million figure mostly measures materials and hours, and the spectacle makes those hours visible.
Discover more of the bra in our gallery:
Whether the fantasy is worth the attention is a personal call. What stays with us is the work most viewers will never see up close: bezels hand-adjusted in thickness, settings made to fit a single stone, and more than 1,000 hours that turned a pencil sketch into something that catches light with every step.
