Adriana Lima in the 2010 VS Fantasy Bra

It's coming up to that time of year again: the Victoria's Secret Fashion Show; and the wearer of this years Fantasy Bra has been announced.

If you haven't already seen the pics, Adriana Lima has won it again!

Dressed in a custom-made pale blue gown to show off the $2 million dollar item, Adriana looked like a beauty pageant queen as she was all glammed up with Hollywood-style curls, long satin gloves and luxe jewels.

Talking to nymag.com, Adriana said in the run up to the show each year she goes on a Metagenics and Zero Carb diet. She also spends two hours in the gym each day for the six weeks before the show - she likes jumping rope and boxing.

The Bombshell Bra this year is covered in white diamonds, topaz and sapphires. See some of the previous ones here.

While I love Adri, Alessandra Ambrosio deserves it; Candice Swanepoel would have been great too. I'd really love to see Miranda Kerr win it but she's a few months pregant now - maybe next year :)

Pics from Zimbio

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