Kylie Jenner made history Sunday night in Culver City, California, by becoming the first non-Angel to wear the Victoria's Secret Fantasy Bra. The diamond-studded piece,valued at $50 million, was debuted during the brand's latest show while Timothee Chalamet watched from the front row.
A $22 million yellow diamond and the 4 ,410 stones of the Fantasy Bra
The centerpiece of the evening was a garment of staggering opulence. According to the report, the Fantasy Bra featured a $22 million yellow diamond at its center, complemented by 4,410 other natural diamonds. Kylie Jenner paired the piece with a sheer miniskirt, silver pants, and white angelic wings to close the runway show.
The event was a family affair, with Timothee Chalamet, who has been in a relationship with Kylie Jenner for three years, cheering from the sidelines. The front row also included Kris Jenner and Corey Gamble, with the report noting that Kris Jenner captured the moment on her phone as her daughter strutted past.
Why Kylie Jenner's non-Angel status sparked fan backlash
Despite the visual spectacle, the decision to cast Kylie Jenner—a celebrity rather than a professional Victoria's Secret Angel—drew sharp criticism on social media. Some fans described the move as "disrespectful," arguing that the honor should have gone to veteran models. Specifically, commentators questioned why the brand chose Jenner over established figures like Adriana Lima, Barbara Palvin, or Anok Yai.
The backlash highlights a tension between the brand's heritage and its current marketing direction. While some praised the look, others claimed that putting a member of the Kardashian-Jenner family in the bra served to "cheapen" the prestige of the garment, with one critic calling the choice "basic" despite the bra's immense value.
From Claudia Schiffer's $1 million start in 1996 to the $50 million present
This moment represents a massive escalation in both value and strategy since the tradition began. As reported, the Fantasy Bra lineage started in 1996 when Claudia Schiffer debuted the first version, which was valued at $1 million. The jump to a $50 million valuation reflects the brand's attempt to maintain a sense of "hyper-luxury" in an era where the traditional supermodel is being eclipsed by the digital influencer.
This shift mirrors a broader trend across the luxury fashion industry, where heritage houses are increasingly prioritizing social media reach over professional runway experience. By placing the most expensive item in their history on Kylie Jenner, Victoria's Secret is signaling that celebrity equity is now more valuable than the "Angel" pedigree that defined the brand for decades.
Adam Selman's 'open door' strategy for the new Victoria's Secret
The brand's leadership is framing this departure from tradition as an evolution. Victoria's Secret chief creative officer Adam Selman told Vogue that the company wants to be a brand that "everyone wants to be a part of," explicitly stating that they are "opening the door for everyone to get inside ."
This inclusive rhetoric is paired with a savvy social media strategy . The brand leaned into the Jenner family's own internet lore, posting a "2026 version" of Kris Jenner's famous "You're doing amazing, sweetie" line to describe Kylie Jenner's performance. This suggests that the new Victoria's Secret is less interested in the exclusivity of the "Angel" club and more interested in viral, meme-able moments.
Will veteran models like Adriana Lima or Anok Yai return to the runway?
While Adam Selman has spoken about inclusivity,it remains unclear if the "Angel" designation still holds any internal value or if it has been permanently replaced by celebrity guest spots. The source does not clarify whether professional models will ever again be the primary faces of the Fantasy Bra, or if the piece has become a promotional tool for A-list influencers.
Furthermore, the report only provides the brand's perspective via Adam Selman; there is no comment from the veteran models mentioned by fans, such as Anok Yai or Adriana Lima, regarding their exclusion from this specific milestone.
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