# $3 Million Bras Victoria's Secret 2009 Fantasy Bras Defy the Recession By Robyn Currie | Published 2009-10-24 | Luxury Source: Trend Hunter, https://www.trendhunter.com/trends/fantasy-bras References: [luxist](http://www.luxist.com/2009/10/22/marisa-miller-models-2009-victorias-secret-fantasy-bra/) & [www2.victoriassecret](http://www2.victoriassecret.com/fantasy/index.html) The best part about lingerie is when you buy it and it looks all pretty in the package, and then you take it out and it doesn’t look quite as pretty. Well, the [Victoria Secret](https://www.trendhunter.com/trends/victorias-secret-1)’s Fantasy Bras look pretty and sure cost a pretty penny. The 2009 version of the [Victoria's Secret](https://www.trendhunter.com/trends/regina-miracle-international) Fantasy Bra costs about $3 million, and features a whole lot of [diamonds](https://www.trendhunter.com/trends/vera-wang-and-jared-atelier). It also has one giant diamond hanging from the center. I would want to wear the Fantasy Bra all the time, and have more than one to choose from. But I suppose that is why they are called Fantasy Bras. ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 93% | Activity: 81% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Luxury](https://www.trendhunter.com/luxury) > [Ultra Luxury](https://www.trendhunter.com/ultraluxury) ## Key Themes ### Why This Trend Is Growing - **High-end Lingerie:** Opportunity for luxury lingerie brands to embrace high-end manufacturing and materials that maximize glamor and innovation. - **Experiential Retail:** Opportunity to create immersive and highly experiential retail events that appeal to affluent consumers who enjoy unique and Instagrammable experiences. - **Sustainable Luxury:** Opportunity to develop high-end lingerie lines that emphasize eco-friendly production processes and sustainable materials to appeal to millennials and sustainably conscious consumers. ### Industries Being Reshaped - **Luxury Fashion:** Luxury fashion brands can leverage the prestige and exclusivity of high-end lingerie to create unique and aspirational products that attract consumers seeking to display their sophistication and refined taste. - **Retail:** Retailers can create experiential events and installations that showcase exclusive collections and provide opportunities for customers to immerse themselves in a world of luxury and fantasy. - **Sustainability:** Sustainable luxury brands can leverage the demand for eco-friendly products to develop high-end lingerie lines that cater to sustainably conscious consumers seeking ethically responsible and environmentally friendly products. ## Related on Trend Hunter - [Joint-Venture Expansions](https://www.trendhunter.com/trends/regina-miracle-international.md) - [Inaugural Designer-Led Ready-To-Wear Fashion](https://www.trendhunter.com/trends/atelier-victorias-secret.md) - [Liberating Lingerie Collections](https://www.trendhunter.com/trends/zhilyova.md) - [His-and-Her Underwear](https://www.trendhunter.com/trends/upside-down-heart.md) - [Eco-Conscious Sugarcane Bras](https://www.trendhunter.com/trends/walmart-8.md) - [Moisture-Wicking Bras](https://www.trendhunter.com/trends/demiettes.md) - [Dynamic Athleisure Apparel](https://www.trendhunter.com/trends/victorias-secret-relaunched.md) - [South Korean Diamond Capsules](https://www.trendhunter.com/trends/lotte-world-tower.md) - [Romantic Kitschy Lingerie](https://www.trendhunter.com/trends/for-love-and-lemons-1.md)