The key facts

  • Kylie Jenner, 29, made her Victoria's Secret show debut in the $50 million Fantasy Bra
  • The bra was created with Jacob & Co: 18-karat gold, 4,410 diamonds, more than 1,000 hours of work by 15 craftsmen
  • Reaction was divided: criticism from fans of 'real models' and a defense of the choice by creative director Adam Selman

Fantasy Bra debut

Reality star and beauty brand founder Kylie Jenner was a surprise at the annual Victoria's Secret show on Sunday, walking its runway for the first time in the famous Fantasy Bra valued at $50 million (about £37 million). According to the designer, the piece is made of 18-karat gold and set with 4,410 diamonds. The Fantasy Bra is traditionally considered an honor of the show, and wearing it is usually seen as a landmark moment for the chosen model.

A divided reaction

The choice of 29-year-old Jenner delighted some fans, but many criticized the brand for not giving the opportunity to an experienced supermodel. In the comments under Victoria's Secret's Instagram video, some supported the star, while others called the decision 'pure disrespect to real models' and asked why she was chosen 'from a room full of talented models'. One commenter wrote that the show had turned 'from iconic glamour into an influencer circus', where 'clout on social media and performative inclusivity have replaced real modeling talent, elegance and runway presence'.

Expert and brand opinion

Social media and marketing expert Joel Marlinarson believes the moment was well planned and sparked much discussion about the future of modeling. In his words, Jenner embodies a 'new era of celebrity', in which brands focus on who will attract more attention rather than on the classic idea of a model. He noted that a young audience has grown up watching Jenner on social media and reality shows, but some viewers who remember the 'Naomi Campbell era' may see the choice as a 'betrayal of the familiar'. Victoria's Secret creative director Adam Selman, in an interview with Vogue, explained the choice by saying that Jenner is a 'cultural force' who goes 'beyond fashion, culture and television', and called her a 'catalyst' for the show as large-scale entertainment.

Context of the show's return

British model Summer Nesbitt, who has walked the runway at New York Fashion Week, believes the brand was trying to chase a young audience and says she 'understands people's disappointment'. She also noted that the emphasis on a $50 million piece shows 'how out of touch we are with reality', at a time when people cannot afford food and bills. The Victoria's Secret show was canceled after the 2018 edition due to low ratings and criticism over sexism, an outdated format and a lack of diversity. The show returned in 2024 with a promise to 'celebrate all women' and a more diverse lineup, including an appearance by plus-size model Ashley Graham. This year's Fantasy Bra was created in collaboration with jewelry brand Jacob & Co, which called it the most expensive in history and said 15 craftsmen worked on it for more than 1,000 hours. BBC Newsbeat contacted Victoria's Secret for comment.

Kylie Jenner on the Victoria's Secret Show runway wearing the brand's famed Fantasy Bra. She looks out at the crowd wearing white wings and a sheer skirt. The bra is a diamond encrusted silver piece, with jewels hanging down from its base. Image source, Getty Images
Image caption,

The Fantasy Bra has historically been worn by supermodels

Joel is smartly dressed in a navy suit with a black tie and poses for a selfie in front of a blue carpet. Behind him are velvet ropes for a VIP area with people waiting in the background.Image source, Joel Marlinarson
Image caption,

Joel Marlinarson, who advises brands on social media strategy, says Kylie Jenner represents a "new age of celebrity"

Summer wears a white jumper and sits on the grass. She has black hair braided back and wears sunglasses and gold earrings.Image source, Summer Nesbeth
Image caption,

Model Summer Nesbeth says she can "understand people's frustration" around Kylie Jenner being used to model the famous bra

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Models at the Victoria's Secret fashion show.Winnie Harlow, Gigi Hadid, Kendall Jenner and Alexina GrahamKate Moss on the runway