The Fantasy Bra has become a defining symbol of Victoria’s Secret, but its roots trace back to the Miracle Bra, a product that nearly failed in the competitive lingerie market of the 1990s. During this era, enhancing the bust was highly popular, exemplified by cultural moments like Pamela Anderson’s iconic red swimsuit in Baywatch and Madonna’s cone-shaped bra designed by Jean Paul Gaultier. Chanel models even strutted the runway with padded bras under Karl Lagerfeld‘s signature tweed designs.
In 1994, Wonderbra launched a bold and unforgettable campaign for its push-up bras featuring model Eva Herzigová. The now-famous “Hello Boys” advertisement became a global sensation, though it was banned in Birmingham due to concerns it might cause traffic accidents. Wonderbra’s campaign placed immense pressure on Victoria’s Secret to keep up. In response, the brand launched its Miracle Bra campaign, featuring model Heather Stewart. Despite these efforts, the campaign did not yield the expected results.
Victoria’s Secret owner Les Wexner remained adamant about not spending on paid advertisements, relying solely on in-store promotions. However, it became evident that the brand was falling behind, especially when compared to Wonderbra’s highly effective marketing strategy. In 1995, Jill Beraud took over as the Chief Marketing Officer at Victoria’s Secret and recognized the need for a fresh, star-powered approach to advertising.
The Rise of Supermodels and the Fantasy Bra
Under Beraud’s leadership, Victoria’s Secret shifted gears, leveraging the star power of celebrities and supermodels. The turning point came with German supermodel Claudia Schiffer, the “real-life Barbie” and muse of Karl Lagerfeld. Though initially hesitant to pose in lingerie, Schiffer appeared in Victoria’s Secret’s 1994 Spring catalogue wearing a high-neck top and jeans. Two years later, as she grew more comfortable with the brand, Schiffer became the face of the Miracle Bra campaign.
While flying to a photoshoot location, Schiffer and the brand’s PR Director, Monica Mitro, used a hot glue gun to add faux diamonds to the Miracle Bra. When Schiffer modeled the embellished bra, it sold for an astounding $1 million. The advertisement featuring Schiffer in this exclusive design became an instant sensation. The poster was blown up and displayed on Victoria’s Secret’s Fifth Avenue store in New York, spanning five stories high. This bold move marked Victoria’s Secret’s triumphant comeback in the competitive push-up bra market, solidifying its place in lingerie history.
The Miracle Bra laid the foundation for what would become one of Victoria’s Secret’s most recognizable products—the Fantasy Bra. These lavish bras, adorned with beads and precious gems, became the centerpiece of the brand’s annual fashion show. In 1997, Tyra Banks wore a Fantasy Bra valued at $3 million. Two years later, Heidi Klum strutted the runway in a $10 million bra adorned with over 2,000 diamonds and sapphires.
The Evolution of the Fantasy Bra
The Fantasy Bra reached new heights in 2005 when Gisele Bündchen modeled an 18K white gold bra encrusted with 2,900 pavé diamonds and 22 rubies, priced at an astonishing $12.5 million. The most spectacular moment, however, came in 2014 when Adriana Lima and Alessandra Ambrosio both wore matching Fantasy Bras, each requiring 1,380 hours to craft and featuring dazzling gemstones.
The final Fantasy Bra was worn by Elsa Hosk in 2018, featuring 21,000 Swarovski diamonds and valued at $1 million—the same price as the original Miracle Bra. This marked the end of an era as Victoria’s Secret paused its annual runway show shortly after.
Victoria’s Secret’s journey from the struggling Miracle Bra campaign to the globally iconic Fantasy Bra reflects the brand’s ability to adapt, innovate, and capitalize on cultural moments. The Fantasy Bra not only showcases the brand’s craftsmanship but also its powerful marketing strategies, cementing its status as a leader in the world of lingerie.
