Lingerie company Victoria's Secret unveiled its annual fantasy, jewel-encrusted bra on Wednesday but reduced the price of its holiday catalogue highlight for a second year amid a weak, post-recession economy.
Brazilian model Adriana Lima showed off the Bombshell Fantasy Bra in New York adorned with 3000 white diamonds, light blue sapphires, and oval-shaped topazes with a total of 142 carats - and a price tag of $US2 million ($2.04 million).
Lima, a Victoria's Secret Angel who earns $US7.5 million a year according to a recent Forbes list, said the one-of-a-kind bra designed by Damiani Jewellers is special and not just flashy.
"It's very comfortable, very comfortable," 29-year-old Lima told Reuters.
The $US2 million bra, with a blue and white design inspired by celestial and constellation patterns, was on show to launch Victoria's Secret new holiday collection. The luxury bra has become an annual novelty event to promote the range.
But the 2010 bra was a snip of the price of last year's $US3 million fantasy bra, the Harlequin Fantasy, which boasted 2350 white, champagne and cognac-colored diamonds, a heart-shaped 16 carat champagne diamond, and a total carat weight of 150 carats.
Victoria's Secret 2008 fantasy bra, the Black Diamond Fantasy Miracle Bra, carried a price tag of $US5 million while the 2007 fantasy bra was priced at $US4.5 million, and the 2006 bra at $US6.5 million.