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Reality TV star Kylie Jenner has sparked mixed reaction after making her Victoria’s Secret Fashion Show debut in a $50m (\u00a337m) bra.<\/b><\/p>\n
The make-up mogul surprised the crowd at the lingerie giant’s annual show on Sunday while wearing the famed Fantasy Bra, which was made of 18-carat gold and 4,410 diamonds, according to the designer.<\/p>\n
The Fantasy Bra has been a key feature of the show over the years and wearing it is typically seen as an honour and defining moment for the chosen model.<\/p>\n
The Kardashians star, 29, being selected to wear the piece delighted some fans, while many others criticised the brand for not giving the opportunity to a veteran supermodel.<\/p>\n
Social media and marketing expert Joel Marlinarson says the moment was well-engineered and generated “a lot of conversation” on what it means for the “future of modelling and social media”. <\/p>\n
“Of course Kylie represents a new era of celebrity where brands are prioritising who’s going to bring the most eyeballs, as opposed to who fits the cookie cutter definition of a model,” he tells BBC Newsbeat. <\/p>\n
Marlinarson says young viewers have a connection with Jenner having grown up watching her on social media and through her reality show with her Kardashian sisters. <\/p>\n
However, he says there will be a section of the audience who remembers “the iconic Naomi Campbell era of fashion” who might see Jenner being given this moment as a “betrayal of what they know”.<\/p>\n
“Ultimately, this represents this new era of marketing where brands, particularly Victoria’s Secret and legacy brands, they don’t want to take risks,” he says. <\/p>\n
“They want to bring in somebody who they know is going to generate eyeballs, who’s going to generate those headlines and who can consistently raise a crowd and that’s exactly what Victoria’s Secret has done.”<\/p>\n<\/div>\n