Jacob & Co. has unveiled a $50 million Fantasy Bra featuring 1,373 carats of diamonds, the most valuable ever produced. The piece was worn by Kylie Jenner at the Victoria’s Secret Fashion Show in Los Angeles on October 18.
At its core lies a 75.54-carat fancy vivid yellow diamond, encircled by 4,409 natural diamonds cut and shaped in various styles. The piece features Jacob & Co.’s trademark Angel-Cut, giving the diamond arrangement a unique visual identity.
A collective of 15 craftsmen invested more than 1,000 hours to finish the item, which comprises 3,218 individually crafted parts. The Fantasy Bra contains no fabric, instead relying on a complex framework of gold and diamonds designed to flex with the wearer’s movements.
This design takes cues from Jacob & Co.’s Rare Touch collection, which examines the interplay between precious materials, inventive structures, and motion. Jacob Arabo aimed to craft an item that conveys more than monetary worth, highlighting the diamonds’ brilliance and the piece’s fluid form.
Jacob & Co. was established in New York in 1986 by Jacob Arabo, quickly gaining recognition through opulent jewelry favored by stars. The company ventured into watchmaking in 2001, becoming renowned for merging elaborate gemstone artistry with technically sophisticated timepieces.
The Fantasy Bra represents this wider design ethos, uniting expertise, innovation, and luxurious jewelry spectacle. In partnership with Victoria’s Secret, the piece revives one of the retailer’s most iconic traditions, which started in 1996 when German supermodel Claudia Schiffer debuted the first design.
Notable earlier examples of the Fantasy Bra include the $15 million Red Hot Fantasy Bra worn by Gisele Bündchen in 2000 and the $1 million Fantasy Bra worn by Elsa Hosk in 2018. Jacob & Co.’s $50 million Fantasy Bra represents a new chapter in the history of high-jewelry fashion, showcasing exceptional gemstones and advanced craftsmanship.
With its extraordinary diamond weight and construction, the Fantasy Bra shows how luxury, innovation, and design ambition can transform a runway accessory into a statement piece. The collaboration between Jacob & Co. and Victoria’s Secret highlights the potential for high-jewelry fashion to push boundaries and create truly unique pieces, as they bring together exceptional craftsmanship and innovative design.
