Jacob & Co. Creates the 50 Million Dollar Victoria’s Secret Fantasy Bra Worn by Kylie Jenner

Kylie Jenner took the spotlight at the 2026 Victoria’s Secret Fashion Show wearing a $50 million Fantasy Bra created by Jacob & Co. Set with 4,410 natural diamonds, including a spectacular 75.54 carat Fancy Vivid Yellow diamond, the extraordinary high jewelry creation marks the return of one of fashion’s most iconic runway traditions.

Photo Credit: Dimitrios Kambouris/Getty Images

First introduced in 1996, the Victoria’s Secret Fantasy Bra became one of the most recognizable features of the annual fashion show, transforming lingerie into a showcase for extraordinary gemstones and jewelry craftsmanship. Its return in 2026 follows strong fan demand, with Jacob & Co. serving as the official partner of the show and bringing its distinctive approach to high jewelry to the project.

Photo Credit: Jacob & Co.

At the heart of the Fantasy Bra is a 75.54 carat natural Fancy Vivid Yellow diamond, cut in a radiant shape and graded VS2 in clarity by the Gemological Institute of America. The centerpiece is accompanied by two round brilliant white diamonds totaling 11.85 carats, creating a striking focal point within a design featuring 4,410 natural diamonds with a combined weight of 1,373.39 carats.

The Fancy Vivid designation represents the highest level of color intensity in the GIA’s grading system. The radiant cut combines the crisp, cropped corners of an emerald cut with brilliant style faceting, helping intensify the yellow hue while maximizing light reflection. The result is a vivid centerpiece designed to command attention from every angle.

Surrounding the yellow diamond are 91 large natural white diamonds totaling 405.06 carats. Selected in six shapes, including Jacob & Co.’s proprietary Angel Cut, pear, round brilliant, heart, oval and marquise, these diamonds range from 5.01 to 18.59 carats. Their E to F color grades and VVS2 to VS1 clarity grades reflect the emphasis placed on exceptional stone quality.

Photo Credit: Jacob & Co.

The remaining diamonds contribute to a continuous field of brilliance across the structure. Round prongs, eagle claw prongs, bezels and pavé settings secure the stones while balancing light reflection, movement and structural integrity. Each diamond was selected and positioned according to its shape, size and place within the overall design.

The Fantasy Bra also celebrates Jacob & Co.’s 40th anniversary. Its proprietary Angel Cut reflects four decades of the brand’s work with rare gemstones, distinctive cuts and ambitious jewelry design. Rather than relying on carat weight alone, the piece explores how different diamond shapes and proportions interact with light as the wearer moves.

“We wanted to create the most spectacular Fantasy Bra ever made, but value alone was never enough,” said Jacob Arabo, founder, chairman and creative director of Jacob & Co. He explained that the project centered on diamonds, light and movement, with the piece designed to catch the light with every step.

For Victoria’s Secret, the collaboration brings a familiar fashion icon back to the runway through a contemporary interpretation of the original concept. Adam Selman, executive vice president and chief creative officer of Victoria’s Secret & Co., praised Arabo’s artistry and approach to designing for the person wearing the creation, emphasizing the importance of both spectacle and wearability.

The design draws inspiration from Jacob & Co.’s Rare Touch Jewelry Collection, which explores how precious metals and gemstones can move with the body like fabric. Translating that concept into the Fantasy Bra required the team to solve a demanding technical challenge: creating a structure made entirely from precious metal and diamonds that could follow the body’s natural contours while remaining comfortable and secure.

Every detail, from the shape of the cups to the framing bars beneath them, was developed around flexibility and fit. The 18K white gold cups curve inward toward the center, following the lines of traditional lingerie rather than the flatter forms often associated with conventional jewelry construction. The framing bars feature subtle knife edges designed to sit against the rib cage.

Photo Credit: Jacob & Co.

The construction process began with a hand drawn pencil sketch, followed by a full scale maquette made from flexible chipboard. Artisans refined the proportions through multiple revisions before translating the design into a detailed computer aided design model. The structure was then divided into approximately 3,218 individual components, with every diamond mapped to its intended position.

Each component was cast in 18K white gold using the traditional lost wax method, then cleaned, filed and polished by hand. The artisans assembled the framework section by section, carefully checking the placement and orientation of each element on a bust form.

Particular attention was given to the articulated fringe. Each strand consists of individually cast settings linked together so that it can move freely with the body. The design required a careful balance between strength and flexibility, allowing the diamonds to remain secure without compromising the overall silhouette.

Once the framework was complete, the diamonds were individually set and adjusted by hand. Each bezel was refined according to its position, helping minimize gaps between stones and creating the impression of a continuous surface of light. The completed piece brings together 3,218 components and represents more than 1,000 hours of work by a team of 15 artisans.

Photo Credit: Dimitrios Kambouris/Getty Images

Arabo described the finished Fantasy Bra as an expression of the emotion that exceptional jewelry can create when it comes to life on the runway. That combination of technical precision and visual impact sits at the center of Jacob & Co.’s approach to the project.

With Kylie Jenner wearing the $50 million creation, the 2026 Fantasy Bra reconnects Victoria’s Secret with one of its most recognizable runway traditions while introducing a new generation to the artistry behind high jewelry. More than a spectacular accessory, the piece demonstrates how exceptional diamonds, detailed engineering and fashion presentation can come together in a single creation.

The collaboration also reinforces the relationship between luxury jewelry and entertainment, where craftsmanship becomes part of a larger visual experience. For Jacob & Co., the Fantasy Bra offers a high profile expression of its expertise in rare stones and bold design. For Victoria’s Secret, it restores a signature element of the fashion show with a creation built around the scale, ambition and spectacle of the original concept.