In a move that’s already turning heads across the globe, Julien’s Auctions is bringing forth the most comprehensive and historic auction of Princess Diana’s wardrobe ever staged — a landmark event that brings together fashion, royalty, and legacy like never before. Taking place on Thursday, June 26th, 2025, at 10:00 AM PT at The Peninsula Beverly Hills, the Princess Diana’s Style & A Royal Collection auction will showcase over 200 garments and artifacts, including many new to market pieces worn by the late Princess of Wales, and other British royals.

This unprecedented offering follows two consecutive years of record-breaking sales, including the 2023 auction of a 1985 evening gown by Jacques Azagury that fetched $1.14 million, and the 2024 sale of a 1987 Victor Edelstein evening gown for $910,000, along with several other dresses commanding six figure prices.

With this new trove of treasures hitting the block, industry insiders are predicting another round of headline-making bids — and more than a few emotional moments. But what makes Diana’s wardrobe so valuable — and her influence so enduring?

Princess Diana was not merely a fashion icon because she had access to designer labels or royal privileges. Her style was a language. It evolved in real time alongside her personal transformation — from a shy, blushing young bride obscured by frilly gowns and modest florals to a confident, autonomous global humanitarian who could command a room in sleek Versace or an off-the-shoulder Christina Stambolian dress that sent tabloid editors’ hearts and pens aflutter.

Her fashion choices were deliberate. Political. Sometimes rebellious. And always emotionally resonant. She used clothing to express joy, signal strength, demand attention, and — on more than one occasion — rewrite the royal rulebook. This intentionality is perfectly captured by the Belville Sassoon floral dress headlining the auction cover – a piece she frequently wore when visiting hospitals and children, earning it the moniker 'caring dress' for its deliberately cheerful and welcoming nature. She championed British designers like Catherine Walker and Bruce Oldfield while boldly stepping into high fashion with pieces by Dior, Valentino, and Chanel. Whether in beaded evening gowns or oversized collegiate sweatshirts, Diana made fashion feel simultaneously aspirational and deeply personal.

“Princess Diana holds a special place in the heart of Julien’s Auctions,” said Martin Nolan, Julien’s Co-Founder and Executive Director. “This collection is not only the most comprehensive offering of her wardrobe ever presented, but also a tribute to her elegance, grace, glamour, and enduring spirit. Each item is a window into a moment in history.”

In addition to the Diana pieces, the auction will also include rare garments and artifacts from British royal history, featuring items once worn by the Duke and Duchess of Windsor, Queen Elizabeth II, the Queen Mother, and other members of the royal family dating as far back as the 1800s. It’s both a fashion auction and a time capsule — stitched together in silk and satin.

Princess Diana's Elegance, Previously Sold at Julien's

A World Tour Awaits

Before the gavel sounds, however, fans and collectors will get a once-in-a-lifetime chance to view the collection up close. Julien’s has partnered with MOPOP (Museum of Pop Culture) in Seattle for an exclusive exhibition, Princess Diana’s Style & A Royal Collection, opening May 1st, 2025. The exhibition marks the only U.S. stop before the items are auctioned off — a fitting tribute to Diana’s enduring influence in America and beyond.

“This collection celebrates Princess Diana’s enduring influence as a cultural and fashion icon,” said Michele Y. Smith, CEO of MOPOP. “Her style, grace, and humanitarian spirit continue to resonate across generations. We’re honored to be the sole U.S. museum to share this extraordinary collection with the public.”

The exhibit also marks the beginning of a long-term collaboration between Julien’s and MOPOP, aimed at preserving iconic artifacts and deepening the public’s understanding of how pop culture — from royal fashion to rock guitars — continues to shape history and identity.

As a preview to the U.S. launch, the collection will also appear at The Museum of Style Icons (MOSI) in Newbridge, Ireland from mid-May through mid-June 2025 — an institution already home to many pieces from Diana’s past, and therefore a fitting European stage for this royal fashion event.

A portion of the proceeds from the auction will benefit Muscular Dystrophy UK, continuing Diana’s longstanding commitment to charitable causes — a core part of her legacy that, like her style, continues to inspire.

Online registration for the auction is now open. Register now and prepare to own a piece of fashion history — the kind that doesn’t just hang in closets but lives in headlines and captures hearts.

The live auction will take place on Thursday, June 26th at The Peninsula Beverly Hills — the perfect setting for a woman who redefined what it meant to be both royal and real.

Because some icons never go out of style.