Victoria's Secret returns with a US$50 million bra and bets on Kylie Jenner to expand its reach
Piece created by Jacob & Co. reappears in the October 18th fashion show in Los Angeles, after eight years off the catwalk, according to Times Brasil.
BY THE X-TRADER NEWS NEWSROOM · REPORTING FROM TIMES BRASIL · 2 MIN
Victoria's Secret will bring back the Fantasy Bra to the October 18th fashion show in Los Angeles. According to Times Brasil, the piece had not appeared on the catwalk since 2018, meaning it was out of the show for eight years. The return comes with a big name: Kylie Jenner, who presents the item and makes her debut on the brand's catwalk.
The bra was valued at US$50 million, a value that the report converts to around R$250 million. The creation is unprecedented and signed by Jacob & Co., according to the same source. The numbers suggest that the piece functions, above all, as a showcase, a reading that the event strategy itself reinforces.
The parade also brings together historical models and new talents. According to the text, the combination serves three objectives: luxury, entertainment and commercial renewal. It's a bet that mixes catwalk prestige with the appeal of celebrities that attract the digital public.
What is at stake is the ability to transform spectacle into results. A piece valued at US$50 million generates headlines, but the important question for those who follow the brand is how much of this attention is converted into demand for everyday products.
The facts gathered so far do not contain sales, revenue or audience data, which prevents measuring the return of the initiative. The report informs the calendar, value of the play and cast, but does not quantify the expected commercial effect.
What changes for the investor
For those who invest, the episode is a test of capital discipline. Large-scale marketing actions only create value if they increase sales, margin or loyalty above cost, and this appears in the results of the following quarters, not in the impact of the parade. It is worth monitoring three signs: the evolution of sales after the exhibition, the tone of the results released by the company and the public's reaction to the upcoming collections. This article does not provide a purchase or sale recommendation or price projection.
Automatically translated from Portuguese.
