Victoria’s Secret Fashion Show 2026: Kylie Jenner’s $50m Fantasy Bra walk goes viral

Victoria’s Secret staged its 2026 Fashion Show in Los Angeles on Sunday night, streaming it live around the world on YouTube and its own social channels, with performances from Megan Thee Stallion, KATSEYE, Tate McRae and Megan Moroney. This year the brand has tried to turn the show into something fans take part in rather than just watch, with ticket drops, a nationwide search for a new Angel and its first TikTok Live after the show.

What changed at the Victoria’s Secret show

Chief marketing and customer officer Elizabeth Preis, in her second show since joining in 2025, said the brand wanted to make it “much more participatory as a night of fun and friendship”, after seeing how fans gathered to watch last year’s event, as Adweek reported. The search for a new Angel runs as an episodic series, Angels Among Us. KATSEYE, the girl group formed by HYBE and Geffen, entered through the audience to perform Pinky Up and Animal.

Kylie Jenner and the $50m Fantasy Bra

The moment that travelled furthest was a surprise. Kylie Jenner, the 29-year-old founder of Kylie Cosmetics, made her runway debut for the brand in white angel wings and the Fantasy Bra, made with Jacob & Co. and valued at $50m, the most expensive in the show’s history. It is set with 4,410 natural diamonds around a 75.54-carat centre stone, and it was the first time a Fantasy Bra had been on the runway since Elsa Hosk wore one in 2018, the year before the show was cancelled. Timothée Chalamet and Kris Jenner watched from the audience, as E! News reported.

Victoria’s Secret’s own clip of the walk passed a million views on YouTube within two days. Jenner’s behind-the-scenes vlog, posted to her channel the day after the show, has passed five million. In it she says the brand approached her months ago: “I grew up watching the Victoria’s Secret fashion shows, and of course, how could anyone say no?”

Not everyone was won over. Some fans on Instagram called the casting disrespectful to professional models, arguing that the Fantasy Bra has traditionally gone to the brand’s most established Angels, as The Daily Beast reported. Her sister Kendall walked the show in 2015, 2016 and 2018, and has since fronted campaigns including Beats’ latest advert.

Why it matters

The Fashion Show was cancelled in 2019 after years of criticism that it was out of step with how women saw themselves, and its return has been central to the brand’s rebuild. Moving it from network television to YouTube, and from a spectacle to a fan event, is the clearest sign of how the company now thinks about its audience: younger, online and expecting to be part of the show.

The full livestream has passed 29 million views on YouTube, and Jenner’s walk gave it a second wave: a runway clip, a backstage clip and her own vlog passed six million views between them in two days, with the backlash adding to the reach. For a brand that now measures the show in attention rather than TV ratings, a casting decision that splits opinion is not necessarily a problem.

It is a good example of the shift from advertising to entertainment that brands from KFC to Coach have tried this autumn. Victoria’s Secret has an advantage most do not: a format millions of people already know and, for better or worse, have opinions about.