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Kylie Jenner’s appearance in a $50 million Fantasy Bra at the annual Victoria’s Secret Fashion Show came as a surprise not only to viewers but also to the brand’s own models. According to the Daily Mail, the decision to feature the 29-year-old reality star reportedly left some runway veterans unhappy, as they had expected one of the established supermodels to take center stage.

The secret was kept until the last minute, making the decision to entrust the jewel-encrusted bra to Kendall Jenner’s younger sister a surprise even backstage at Sunday’s show in Los Angeles.

The Fantasy Bra, adorned with precious stones, has traditionally been the highlight of the Victoria’s Secret Fashion Show. Over the years, it has been worn by Gisele Bündchen, Claudia Schiffer and Candice Swanepoel. This time, however, Kylie took center stage, despite being best known as the founder of a beauty empire rather than as a professional model.

“Some of the old-school models were not at all thrilled that all the attention went to Kylie,” a source told the Daily Mail.

According to the insider, the stars most likely to be disappointed were those accustomed to fame and leading roles on the runway.

“It’s not easy to watch a younger generation take your place. And Kylie isn’t a model — she’s a billionaire who built a beauty business. I’m sure some of the veterans may have thought, ‘Know your place, darling!’” the source said.

The insider also pointed to Candice Swanepoel and Elsa Hosk’s facial expressions during the show, suggesting that neither appeared particularly pleased with what was unfolding. Swanepoel wore the Fantasy Bra in 2013, while Hosk modeled it in 2018.

There was apparently no open confrontation backstage, however. According to the source, experienced models understand how the celebrity industry works and are unlikely to publicly criticize a brand decision that brought the show additional attention.

How Kris Jenner Helped Her Daughter Land the Spotlight

According to the Daily Mail, there was also a business strategy behind Kylie’s selection. Her older sister Kendall, a professional supermodel, has not worked with Victoria’s Secret since 2018 and is now under contract with competing lingerie brand Intimissimi.

The publication’s source claimed that Kris Jenner was the one who told Victoria’s Secret representatives that Kylie could take part in the show instead of Kendall.

“When Kylie found out a few months ago that Victoria’s Secret wanted her to take part, she immediately said yes. She was really pleased to receive the offer,” the insider said.

According to the source, the appearance also benefited Kylie’s own business. On the runway, she wore makeup from her Kylie Cosmetics brand, giving her an additional opportunity to promote its new Winter Kissed collection.

“Kris was obviously thrilled that Kylie got the diamond bra. She knows how to negotiate. Her position was that if Kylie was going to take part in the show, it had to be a real princess moment for her,” the source added.

Kendall herself appeared to have no objections to her younger sister’s participation. She left an enthusiastic comment beneath Kylie’s Instagram photo: “Gorgeous woman!!!”

The $50 Million Fantasy Bra: 4,410 Diamonds and a 75-Carat Yellow Gem

The bra Kylie wore on the runway became the most expensive in the brand’s history. It was set with 4,410 natural diamonds, with a striking 75-carat yellow diamond serving as its centerpiece.

A team of 15 people worked on the creation, spending more than 1,000 hours on the piece. The Fantasy Bra was valued at $50 million.

The Fantasy Bra had been a staple of Victoria’s Secret fashion shows since 1996, when Claudia Schiffer modeled a version valued at $1 million.

Before this year’s show, the bra was last presented in 2018, when Elsa Hosk walked the runway in the $1 million Dream Angels Fantasy Bra, adorned with Swarovski crystals and paired with a body chain.

The brand subsequently abandoned the tradition amid changing public attitudes and declining interest in its shows. However, Victoria’s Secret’s new CEO, Hillary Super, who took over in 2024, decided to bring back the Fantasy Bra in an effort to revive interest in the brand and its signature aesthetic of glamour and seduction.

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