Thirty Years of Fantasy Bras, and Why the 2026 Return Hit So Hard
Some fashion traditions fade quietly. The Victoria's Secret Fantasy Bra disappeared for years and then came back in the loudest possible way, worn by Kylie Jenner on October 18, 2026, with a reported price of $50 million. To understand why the internet lost its mind, it helps to look at where the idea started. How it began The first Fantasy Bra appeared in 1996, in a print ad with Claudia Schiffer, valued at $1 million. It was a novelty, a jewel-covered piece of marketing. Then it grew. Heidi Klum's Millennium Bra in 1999 was priced at $10 million, and Gisele Bundchen's Red Hot Fantasy Bra in 2000 hit $15 million, a record that stood for more than two decades. The long pause Elsa Hosk wore the last runway version in 2018, an Atelier Swarovski design priced at $1 million. After that, nothing. For a tradition built on spectacle, the gap made the eventual return feel like a reunion. The 2026 version This year's piece was designed by Jacob Arabo of Jacob & Co. Ac...