Reality star Kylie Jenner made her Victoria’s Secret Fashion Show debut wearing a record-breaking $50mn diamond bra designed by Tashkent-born jeweller Jacob Arabo.
Walking the Los Angeles runway on October 18, Jenner revived the brand’s iconic Fantasy Bra tradition after an eight-year hiatus. The creation by Arabo’s luxury jewellery company, Jacob & Co., easily broke the previous $15mn record set by Gisele Bündchen in 2000.
The piece features 4,410 natural diamonds set entirely in 18-carat gold. A massive 75.54-carat Fancy Vivid yellow diamond serves as the centrepiece.
Crafted for the runway
Unlike previous lingerie sets simply decorated with gemstones, Arabo designed the bra strictly from precious metals and diamonds without using any conventional fabric. A team of 15 artisans spent more than 1,000 hours assembling the 1.8-kilogram structure from 3,218 individual components.
They engineered the articulated frame to move naturally with Jenner’s body while supporting thousands of gems. The design incorporates seven different diamond cuts, including a proprietary Angel Cut that Arabo originally created to honour his wife, Angela.
«My vision was to create a piece of high jewellery that could be worn as a bra. No fabric, only gold and diamonds,» Arabo told Vogue.
He noted that ensuring the rigid metal structure fit comfortably was the project’s biggest hurdle. His team worked directly from Jenner’s measurements, repeatedly tweaking the framework to sit securely against her skin during the live show.
From Tashkent to New York
Arabo, born Yakov Arabov in Soviet-era Uzbekistan in 1965, emigrated to the United States as a teenager. He launched Jacob & Co. in New York in 1986, earning the moniker «Jacob the Jeweller» as he built a loyal following among musicians, athletes and the Hollywood elite.
His extravagant watches and diamond pieces quickly became staples for stars like Rihanna, Beyoncé and Elton John. While Arabo built his global business in America, he continues to maintain commercial ties to his birthplace.
Over the summer, Uzbekistan’s Bizcon Group announced an exclusive partnership to distribute Jacob & Co. products locally.
Working alongside Victoria’s Secret chief creative officer Adam Selman, Arabo helped resurrect the Fantasy Bra for the first time since Swedish model Elsa Hosk wore a $1mn version in 2018.
Jenner paired the new $50mn piece with a sheer white skirt and massive feathered wings. She walked the runway while her mother Kris Jenner and actor Timothée Chalamet watched from the crowd.
The one-of-a-kind bra will soon be available for private purchase through Jacob & Co.’s New York boutique.
