Victoria's Secret is bringing back its diamond-studded Fantasy Bra after an eight-year absence, with a centrepiece diamond valued by its designer at $22 million (£16.6 million). Unveiled on Thursday, 15 October, the Jacob & Co. creation is set to appear at the Victoria's Secret Fashion Show in Los Angeles on Sunday, 18 October.
The jewellery-covered design marks the return of one of the lingerie brand's most recognisable runway traditions, last seen on Swedish supermodel Elsa Hosk in 2018. Victoria's Secret has not revealed who will wear the latest version or disclosed an official valuation for the entire bra.
The comeback was announced in a behind-the-scenes video showing the work behind the diamond-studded design. Although the fashion show returned in 2024 after a five-year break, both the 2024 and 2025 editions went ahead without a Fantasy Bra.
Inside the $22 Million Fantasy Bra Diamond
After years away from the runway, the Fantasy Bra is returning to the Victoria's Secret Fashion Show! Designed in partnership with Victoria's Secret. and created by Jacob & Co, this one-of-a-kind masterpiece is set to make fashion history all over again. Any guesses on who will… pic.twitter.com/49n7CjNpy6
— Victoria’s Secret Actu (@victoriasactu) October 15, 2026
Created with luxury jeweller Jacob & Co., the bra features a central diamond and incorporates stones in the house's proprietary Angel-Cut style. The design also incorporates diamonds in different shapes and sizes, including stones arranged to hang around the garment. The $22 million figure applies to the central stone alone, meaning the finished piece has yet to receive a publicly confirmed total price.
Jacob & Co. founder Jacob Arabo described the ambition behind the project in comments published by Victoria's Secret. 'I wanted to create the most expensive Fantasy Bra ever made, but value alone was never enough,' he said. The jeweller added that the diamonds were selected and arranged to catch the light as the model walks, making movement central to the design.
The piece takes inspiration from Jacob & Co.'s Rare Touch jewellery collection, which uses articulated precious-metal settings that move with the body. According to Victoria's Secret, the contours of the cups and the surrounding framework were developed to remain flexible rather than rigid. Despite being made from precious metal and gemstones, the bra was designed to move like lingerie.
Who Will Wear the 2026 Victoria's Secret Fantasy Bra?
Victoria's Secret is keeping the identity of this year's Fantasy Bra model under wraps until the show. Confirmed runway names include former Fantasy Bra wearer Elsa Hosk, longtime Angel Adriana Lima and supermodel Gigi Hadid, but none has been announced as its wearer. That reveal is being saved for the live Los Angeles event.
Victoria's Secret's chief creative officer Adam Selman said bringing back the piece was a deliberate decision.'When we decided to bring back the Fantasy Bra this year, I couldn't think of a more perfect person to design it than Jacob,' he said. Selman praised Arabo for balancing spectacle with the needs of the person who must actually wear the creation.
A Diamond That Outprices Past Fantasy Bras
The Fantasy Bra dates to 1996, when Claudia Schiffer modelled the first version for Victoria's Secret. The jewelled creations later became a fashion-show fixture, with stars including Tyra Banks, Heidi Klum and Adriana Lima selected to wear them. In 2014, Lima and Alessandra Ambrosio shared the occasion by modelling separate Fantasy Bras.
💎Fantasy Bra History 💎#VSFashionShow #fantasybra #tb
— VSPINK Japan (@VSPINK_JPN) November 2, 2017
💎Claudia Schiffer
💎1996
💎Million Dollar Miracles Bra
💎$1 million pic.twitter.com/gsJFizZPW8
The brand's previously most expensive Fantasy Bra ensemble was the Red Hot Fantasy Bra and Panties set modelled by Gisele Bündchen in 2000, valued at $15 million (£11.3 million). It appeared in the brand's catalogue rather than on the runway, while Hosk's 2018 Atelier Swarovski design was valued at $1 million (£754,000). The newly announced centre diamond alone exceeds the older $15 million valuation, although Victoria's Secret has yet to put a figure on the complete 2026 piece.
✨ Gisele Bündchen (2000) — Wearing the iconic $15M Red Hot Fantasy Bra. ✨ pic.twitter.com/uTVaUDPrWm
— Aurora Vibe (@auroraavibe) June 8, 2026
The 2026 show will stream live on Victoria's Secret's YouTube channel and social platforms from 4.30 pm Pacific Time on Sunday, 18 October. The Los Angeles runway will also feature performances from Megan Thee Stallion, Tate McRae, Megan Moroney and KATSEYE. The Fantasy Bra's mystery wearer is expected to be revealed during the event.
