Reality television personality Kylie Jenner appeared in the Victoria’s Secret Fashion Show on Sunday wearing the brand’s signature Fantasy Bra, a piece valued at $50 million and crafted from 18-carat gold and 4,410 diamonds. The bra, created in collaboration with jewelry brand Jacob & Co, reportedly required 15 artists over 1,000 hours to complete and was described by the jeweler as the most valuable version ever produced.
The selection of Jenner to wear the Fantasy Bra generated divided reactions. Some supporters celebrated the choice, while critics questioned why the opportunity was not given to an established supermodel or runway professional. Social media marketing expert Joel Marlinarson characterized the moment as strategically engineered to generate significant conversation. He noted that Jenner represents a shift in brand strategy toward prioritizing celebrity figures with substantial social media followings and mainstream visibility rather than traditional modeling credentials.
According to Marlinarson, the decision reflects contemporary marketing priorities where brands seek individuals capable of attracting broad audiences and generating media attention. Victoria’s Secret Chief Creative Officer Adam Selman told Vogue that Jenner was selected for being a “cultural powerhouse” whose influence extends across multiple domains beyond fashion. Model Summer Nesbeth acknowledged that the choice likely reflects the brand’s effort to maintain relevance with younger audiences in the social media age.
The Fashion Show itself represents a significant milestone for Victoria’s Secret, which halted its annual runway presentation after 2018 amid declining viewership and criticism regarding outdated attitudes and limited diversity. The show returned in 2024 with an emphasis on inclusivity and featured a more varied range of models, including plus-sized representation. Some observers, including Nesbeth, questioned the emphasis on the expensive accessory as reflective of broader cultural disconnects regarding resource allocation and priorities.
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