Kylie Jenner’s $50m Fantasy Bra debut sparks mixed reaction

Reality TV star and beauty entrepreneur Kylie Jenner has sparked mixed reactions after making her debut at the Victoria’s Secret Fashion Show wearing a $50 million bra adorned with diamonds and gold.

The 29-year-old surprised audiences at the lingerie brand’s annual show on Sunday, wearing its iconic Fantasy Bra, made with 18-carat gold and 4,410 diamonds, according to its designer.

The Fantasy Bra has long been one of the show’s most prestigious features, traditionally worn by supermodels as a career-defining moment. However, Jenner’s selection drew criticism from some viewers who questioned why the opportunity was not given to an established runway model.

While some fans welcomed her appearance, others criticised the brand on social media, arguing that celebrity influence was being prioritised over modelling skills and runway experience. Some described the show as having shifted from high-fashion glamour towards influencer-driven entertainment.

Social media and marketing expert Joel Marlinarson said Jenner’s appearance had generated considerable discussion about the future of modelling and the growing influence of social media.

He said brands were increasingly choosing celebrities capable of attracting large audiences rather than relying solely on traditional modelling credentials.

According to Marlinarson, younger audiences have developed a connection with Jenner through social media and her family’s reality television programmes. However, audiences who associate Victoria’s Secret with the era of supermodels such as Naomi Campbell may view the decision differently.

He added that established brands were increasingly turning to personalities with substantial public followings to generate publicity and attract viewers.

Victoria’s Secret chief creative officer Adam Selman told Vogue that Jenner was selected because of her broad cultural influence, describing her as a “cultural powerhouse”. He said her appeal extended beyond fashion and television, making her a strong fit for the entertainment-focused show.

British model Summer Nesbeth, who has walked at New York Fashion Week, said she understood the frustration surrounding Jenner’s selection but believed the brand was attempting to connect with younger audiences.

The fashion show was discontinued after its 2018 edition amid declining ratings and criticism over sexism, outdated representations of women and a lack of diversity. It returned in 2024 with a pledge to celebrate women and featured a broader range of models, including plus-size model Ashley Graham.

This year’s Fantasy Bra was created in collaboration with jewellery brand Jacob & Co, which described it as the most valuable version to date. Fifteen artists reportedly spent more than 1,000 hours making the piece.

However, Nesbeth questioned the attention and resources devoted to such an expensive item, pointing to the financial difficulties many people face in meeting basic living costs.

Victoria’s Secret had not responded to BBC Newsbeat’s request for comment at the time of publication.