Jacob & Co. has introduced an extraordinary high-jewellery creation valued at $50 million, featuring an astonishing total of 1,373 carats of diamonds. Marketed as the most valuable Fantasy Bra ever produced, the spectacular piece was worn by American reality television star, entrepreneur and social media personality Kylie Jenner during the Victoria’s Secret Fashion Show in Los Angeles on October 18. The unveiling captured widespread attention for its size, ambition and the way it blends haute joaillerie with runway spectacle.
At the centre of the design sits a natural 75.54-carat fancy vivid yellow diamond, a rare and luminous focal point that anchors the entire composition. Surrounding that remarkable centre stone are 4,409 additional natural diamonds, arranged in a meticulously planned array of cuts and shapes. The piece integrates Jacob & Co.’s signature Angel-Cut diamonds, a distinct stylistic choice that contributes both to the visual identity of the creation and to its intense light performance. Together, these stones create a dynamic surface that reflects and refracts light at every movement.
Beyond its gemstones, the Fantasy Bra stands out for its technical complexity. A dedicated team of 15 highly skilled artisans invested more than 1,000 hours to bring the vision to life. The work required crafting 3,218 individual components, each designed to interlock precisely while allowing the whole structure to articulate with the wearer. Eschewing conventional fabrics, the bra uses a finely engineered framework of gold and diamonds to provide form, support and the appearance of fluidity. That approach transforms the piece from a simple garment accessory into an articulated object of jewellery engineering.
The creative direction for the project draws on Jacob & Co.’s Rare Touch collection, which examines how precious materials, inventive structures and motion can interact. Founder Jacob Arabo sought a concept that would emphasize more than monetary value, aiming to communicate the brilliance of the stones, the choreography of light across faceted surfaces and a sense of movement in the overall silhouette. This intent is visible in the way the piece is balanced: the heavy centre stone is complemented by an architecture that disperses weight and maintains visual rhythm rather than overwhelming the wearer.
Jacob & Co. has a long history in luxury jewellery and watchmaking. Established in New York in 1986 by Jacob Arabo, the brand gained prominence for opulent gem-set creations that attracted a celebrity clientele. In 2001 the company expanded into watches, developing timepieces known for combining lavish gem artistry with ambitious mechanics. The $50 million Fantasy Bra synthesizes these strengths, applying high-jewellery techniques and engineering rigour to a piece designed for the runway and for photographic presentation.
This collaboration with Victoria’s Secret revives one of the fashion retailer’s best-known costuming traditions. The Fantasy Bra concept dates back to 1996, when German supermodel Claudia Schiffer wore the first edition, and it has since become a symbol of luxury, visibility and pageantry for the brand’s annual shows. Over the years, Fantasy Bras have varied in style and value, often attracting headlines for their extravagant materials and celebrity associations.
Several earlier Fantasy Bras achieved iconic status. Notably, the $15 million Red Hot Fantasy Bra was worn by Brazilian supermodel Gisele Bündchen in 2000, becoming a benchmark for extravagant runway jewellery. The tradition continued intermittently; for example, Swedish model Elsa Hosk wore a Fantasy Bra valued at approximately $1 million in 2018, which stood as the last major runway appearance of the concept until the most recent Jacob & Co. collaboration. Each iteration has reflected changes in design trends, gemstone availability and the creative priorities of both jeweller and fashion house.
With its extraordinary total diamond weight, prominent fancy vivid yellow centre stone and intricately engineered construction, Jacob & Co.’s $50 million Fantasy Bra opens a new chapter in the intersection of high jewellery and fashion entertainment. The piece highlights how exceptional gemstones, refined craftsmanship and structural innovation can convert a runway accessory into a powerful statement about luxury, creativity and technical skill. In doing so, it reinforces both the jewellery house’s reputation for ambitious projects and Victoria’s Secret’s legacy of combining glamour and spectacle on the world stage.
