Victoria's Secret staged its annual fashion show in Los Angeles on Sunday, the brand's first outing in the city in 19 years. The evening mixed seasonal runway themes with musical acts, but most of the online conversation centered on Kylie Jenner, who walked the runway for the first time wearing the show's Fantasy Bra, valued at roughly $50 million.
Why did the Fantasy Bra spark debate?
The diamond piece, made with 18-carat gold and 4,410 diamonds in collaboration with jewelers Jacob & Co., is traditionally worn by a veteran model. Jenner, a reality TV star and cosmetics entrepreneur, was chosen instead, and reactions split quickly. Some fans cheered the look on the brand's social channels, while others argued the honor should have gone to an established runway model. The bra had not appeared on the show since 2018, when Swedish model Elsa Hosk wore it, according to The Straits Times.
What the marketing logic behind it is
Joel Marlinarson, a consultant who advises brands on social media strategy, told BBC Newsbeat that the moment was deliberately engineered to generate conversation. In his view, brands now weigh who will draw the largest audience rather than who fits a traditional modeling profile. He said younger viewers grew up following Jenner online and on her family's reality show, while older audiences may see the choice as a break from the era of iconic supermodels. Marlinarson added that legacy brands like Victoria's Secret tend to favor familiar names who reliably produce headlines.
Who else appeared on the runway?
The show, held at Sony Pictures Studios, featured an all-female lineup of performers: country singer Megan Moroney, pop artist Tate McRae, girl group Katseye and Megan Thee Stallion. Jenner's mother, Kris Jenner, and her boyfriend, actor Timothée Chalamet, watched from the front row. Other notable moments included Natalia Bryant's debut, Bella Hadid opening the show, Rosie Huntington-Whiteley returning after 16 years, and Barbara Palvin walking six weeks after welcoming her first child. Veterans Adriana Lima and Alessandra Ambrosio also appeared, with Lima closing the event. Creative director Adam Selman told Reuters the show was built around the four seasons, with the brand's Pink line in the middle.
FAQ
How much is the Fantasy Bra worth?
Reports put its value at about $50 million, or roughly £37 million, and it is described as one of the most expensive designs ever worn at the show.
Where was the 2026 show held?
It took place at Sony Pictures Studios in Los Angeles, the brand's first show in the city since 2007.
