The Fantasy Bra Kylie Jenner wore for her Victoria’s Secret runway debut is heading for private sale. The jewelry creation carries a reported $50 million valuation, although its eventual selling price has not been disclosed.
A Victoria’s Secret representative confirmed the plans to People on October 21, describing the arrangement as “private purchase” through Jacob & Co. Page Six first reported what would happen to the piece after the show.
Jenner, 29, made her surprise appearance at the October 18 presentation in Los Angeles, pairing the bra with oversized white feathered wings and a sheer miniskirt. The jeweler had custom-fitted the design for her.
The garment will remain intact for a buyer, a representative told Page Six. That would preserve the complete runway creation, including the elaborate diamond fringe hanging from its cups and wrapping around the body.
The Bra Is Heading to a Six-Story Manhattan Jewelry Boutique
Kylie Jenner’s $50 Million Victoria’s Secret Diamond Fantasy Bra Is Going Up for ‘Private Purchase’ https://t.co/0YnQNVIVpT
PeopleStyle (@peoplestyle) October 21, 2026
The bra will return to Jacob & Co.’s New York flagship at 48 East 57th Street, between Park and Fifth avenues. According to the jeweler’s official website, the six-floor property also serves as its headquarters and houses its watch and jewelry collections. No buyer or auction has been announced.
Previous editions have often had a less permanent existence. In a 2017 account of the tradition, GQ India reported that unsold Fantasy Bras were generally dismantled after a year. Page Six similarly described earlier designs being returned to jewelers so their stones could become separate pieces of jewelry, while others went on display.
Among the earlier sales GQ identified were those involving the centerpiece from Tyra Banks’ 2004 Heavenly “70” Fantasy Bra and Alessandra Ambrosio’s 2012 Floral Fantasy Bra and gift set.
More Than 3,200 Components Hold the Diamonds Together
Jacob & Co. built the bra with 4,410 natural diamonds, including a 75.54-carat radiant-cut Fancy Vivid yellow centerpiece. The combined diamond weight is approximately 1,373 carats, according to jewelry trade publication IDEX Online. Page Six reported a $22 million valuation for the central stone alone.
Fifteen artisans spent more than 1,000 hours constructing the piece from 3,218 individually designed components. With no conventional fabric underneath the stones, the gold framework had to support the jewelry while allowing enough movement for Jenner to walk.
Victoria’s Secret’s making-of feature describes articulated metal sections that follow the body’s curves. Founder Jacob Arabo wanted the diamonds to catch light with each step, and the cups and framing bars were developed around the need for flexibility. The structure drew on techniques used in his existing jewelry collections.
One diamond cut carries a family dedication. Arabo told Harper’s Bazaar that his proprietary Angel-cut was named for his wife, Angela, with 37 facets representing their 37 years of marriage. The cut took two years to develop and appears among the bra’s other diamond shapes. He also described how each component was cleaned, filed and pre-polished by hand before assembly.
Victoria’s Secret Offers a $398 Version With Crystals and Memory Foam
A separate retail design offers a considerably less expensive way to recreate the look. The Very Sexy Shine Fantasy Bra is listed for $398 on Victoria’s Secret’s website and was also developed with Jacob & Co.
This version uses crystals and rhinestones over molded microfiber cups, with memory-foam lining, adjustable crystal-trimmed straps, stretchy sides and a hook-and-eye closure. It comes in standard bra sizes, and the retailer describes it as a limited-quantity style.
The brand’s store list includes Fifth Avenue in New York, South Coast Plaza in California and Aventura Mall in Florida, while supplies last. The retail bra’s crystal droplet fringe is removable, allowing the wearer to change its appearance.