Kylie Jenner's Victoria's Secret debut sparks controversy
The brand was criticized for trusting the main outing on the Hollywood celebrity show, rather than professional models. Victoria’s Secret says she chose Kylie Jenner because of her influence on popular culture
The debut of American TV star and entrepreneur Kylie Jenner at the Victoria’s Secret show in a bra worth $ 50 million caused a mixed reaction, writes the BBC. Some viewers supported her participation, others criticized the brand for preferring celebrity to professional models.
Jenner, 29, made her first appearance on the Victoria's Secret catwalk on October 18, introducing the Fantasy Bra, made from 18-carat gold and decorated with 4,410 diamonds.
The Fantasy Bra is a gem-decorated bra that has been one of the main attributes of the annual Victoria’s Secret shows for many years. His performance has traditionally become one of the central events of the show. The right to represent the Fantasy Bra received such supermodels as Gisele Bündchen, Heidi Klum, Adriana Lima and Tyra Banks.
In 2026, the $50 million product, created in conjunction with Jacob & Co., became the most expensive in the history of the brand.
On social media, some users called Jenner's choice to be an "angel" disrespectful of real models and questioned why the brand did not provide this opportunity to one of the professional contestants. One commenter wrote that the show "turned from iconic glamour to influencer circus" and expressed the view that "social media influence and ostentatious inclusivity have replaced real modeling talent, elegance and charisma on the catwalk.".
Social media and marketing expert Joel Marlinarson told the BBC that Jenner's involvement reflects a new trend: brands are increasingly choosing celebrities who are able to get the most attention from audiences, rather than those who fit traditional notions of models. At the same time, he said, part of the audience, remembering “the iconic fashion era of Naomi Campbell”, may perceive the opportunity provided by Jenner as a “betrayal of their ideas.”.
British model Summer Nesbeth suggested that, squeamishly, Kylie Jenner, Victoria's Secret is trying to interest a younger audience. “She’s an influential person with enormous authority, and we live in the age of social media,” she said.
Victoria’s Secret creative director Adam Selman explained to Vogue that Jenner was chosen for her influence on popular culture. He called it a "cultural force" that transcends fashion and television.
Victoria's Secret has temporarily pulled out of the annual show after the 2018 screening amid falling television ratings, criticism of the event's concept and financial problems. The brand's fashion shows have been held annually since 1995, however, the show that year had the lowest ratings in history. In 2018, it was watched by 3.3 million viewers, while a year earlier – 5.5 million.
In addition, the brand was accused of promoting narrow standards of beauty, lack of diversity of models and unwillingness to take into account changes in the public perception of female appearance. The shows were also criticized for being sexist and an outdated format. In 2024, Victoria's Secret relaunched the show, making it more inclusive.
