It was first advertised in the Victoria's Secret catalog, but since 2001 has been worn in the fashion shows. Prior to each fashion show, Victoria's Secret contracts a renowned jewelry designer to craft the bra to be used as a focal point for promoting the fashion show and as a centerpiece within it. However, only the centerpiece from the 2004 Heavenly "70" Fantasy Bra and the 2012 Floral Fantasy Bra and Gift Set have found a buyer.[147][148] If not bought, the bras are usually dismantled after a year.[149][150]