Throughout the tenure of the Victoria’s Secret Fashion Show, the Fantasy Bra was one of the most heralded garment’s of the runway season. Each year, an exquisitely bejeweled Fantasy Bra was designed in collaboration with couture mavens, and one model was chosen to wear the piece down the runway. The tradition began in 1996 with Claudia Schiffer, and culminated in 2018 when Elsa Hosk donned the Dream Angels Fantasy Bra for the Show, an Atelier Swarovski piece of lingerie valued at around $1 million, with more than 2,100 Swarovski diamonds. We developed anticipation for the Fantasy Bra reveal over several weeks of exclusive content featured within the Fashion Show’s broader digital experience, and ultimately drove users to a bespoke eCommerce experience where they could shop the full Dream Angels collection that was inspired by the million dollar Fantasy Bra.
Creative Direction eCommerce Experience Design Content Strategy
The entire piece took over 930 hours to create and features more than 71 carats total, including the centerpiece.