At the 2026 Victoria's Secret Fashion Show, the highlight of the evening was the new Fantasy Bra, debuted by Kylie Jenner. The piece is estimated to be worth 50 million dollars, and jewelry house Jacob & Co was behind its creation. The brand revealed details of how one of the most expensive jewelry designs in fashion show history came to life: from the first conversation between designers to the setting of the last of 4,410 diamonds.
From Backstage Conversation to Dream Project
According to the brand, the idea for the piece arose during a conversation between Victoria's Secret Creative Director Adam Selman and Jacob & Co founder Jacob Arabo. "Then came months of discussions, during which they refined their ideas until their vision became clear. The bra must be crafted entirely from gold and diamonds," the brand noted. Thus, the project was conceived as a compromise-free piece: no semi-precious inserts, only gold and natural stones.
Three Stages of Prototyping: From Hand to Digital
The creation of the piece went through several sequential stages. First, the jewelers made a hand-drawn sketch, noting the size of each stone. Then the team produced a full-size model on a mannequin: "The design team created a full-scale model, cutting and shaping each detail by hand on a bust mannequin and refining it repeatedly until the proportions were perfect," the brand shared. The next step was digital modeling, during which the structure was broken down into 3,218 individual components, and the placement of each diamond was planned based on how the stone would reflect light.
18-Karat Gold and Lost-Wax Casting
Each detail was cast from 18-karat gold at the jewelry workbench using the lost-wax casting method: the blanks were burned out in a kiln, after which the cavities were filled with molten gold. Each component was then manually separated, polished, and assembled on the mannequin. This approach preserved the complex geometry of the structure and the precise fit.
4,410 Diamonds and a 75-Carat Center Stone
After assembling the metal frame, craftsmen set 4,410 natural diamonds, creating an individual setting for each. The centerpiece was a natural fancy yellow diamond weighing 75.54 carats, suspended from the bottom of the piece. According to the brand, a total of 15 artisans worked on the Fantasy Bra, spending over 1,000 hours on its creation. The finished piece debuted on the Victoria's Secret runway worn by Kylie Jenner.
Context: What is the Fantasy Bra
The Fantasy Bra is the traditional "headline" jewelry bra of Victoria's Secret shows, which has served as a symbol of every show and drawn attention to the brand since the 1990s. The line's pieces are typically created in collaboration with leading jewelry houses and valued at tens of millions of dollars. The new 2026 edition, according to Jacob & Co, continues this tradition by combining handcrafted jewelry with digital design and a record number of stones.
