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The Media Blitz: Princess Diana’s Global Auction Journey to $5 Million Triumph

'Princess Diana’s Style & A Royal Collection' auction, held at The Peninsula Beverly Hills, concluded a global tour with over $5 million in sales.

June 27, 2025

On Thursday, June 26th, 2025, after a whirlwind global tour that captivated audiences and dominated headlines, Julien’s Auctions and The Peninsula Beverly Hills hosted the spectacular finale to a historic chapter in auction history: the “Princess Diana’s Style & A Royal Collection” sale.

In an unforgettable event that pulsed with glamour, emotion, and fierce competition, bidding wars erupted in the room and amongst a global audience, culminating in a stunning success of over $5 million. While still an auction on the surface, the event was the crowning achievement of a meticulously orchestrated journey, a powerful testament to the enduring, and ever-increasing legacy of the People’s Princess.

The Verandah Ballroom at The Peninsula Beverly Hills was transformed into a bastion of British elegance, welcoming guests into an atmosphere of a Royal Afternoon Tea, complete with champagne and the hotel’s signature exquisite confections. It was in this regal setting that history was made. The star of the collection, the 1988 Bellville Sassoon Floral Day Dress, affectionately known as Princess Diana’s ‘Caring Dress,’ ignited a passionate bidding war, ultimately selling for a staggering $520,000.

Julien's & Princess Diana's Style Take 'TODAY' Show

Princess Diana’s Style & A Royal Collection

Princess Diana

1988 Bellville Sassoon Floral Day Dress (With Book)

A silk floral printed day dress designed by Bellville Sassoon and belonging to Princess Diana, who wore the dress on numerous occasions. The dress was a staple in her working wardrobe for official visits and public appearances. The dress was dubbed the "Caring Dress," as explained by David Sassoon, because Diana often wore it when visiting hospitals and sitting with patients. Diana was photographed wearing the dress for the following dates: Sydney, Australia January 31, 1988, Windsor, UK, 29th June 1988; Lagos, Nigeria, March 1990; Hackney, London, May 1990; São Paulo, Brazil, April, 29,1991; the Universal Exposition of Seville, Spain, 21st May 1992; visiting the Lighthouse Project for AIDS, July 1992.

A floral-patterned blue crepe-de-chine day dress with a pastel floral print, high crew neck, ruched bodice, and knee-length skirt—the feminine design features gathering at the overlaying paneled sleeves. The back of the dress features fabric-covered buttons and a zip closure that extends from the bodice to the skirt. A Bellville Sassoon label is sewn at the interior neckline. The dress was initially produced for her 1988 Australia tour, but Diana continued to be photographed wearing the dress up until 1992.

Diana was photographed for many public engagements; the press grew frustrated by her frequently wearing the design because it confused people if the images were new or being reused. Diana often broke royal fashion and style protocols and opted to re-wear pieces from her wardrobe. The Daily Mail wrote a story on this specific design on July 21, 1992, titled "Very Endearing, very enduring. " The lead reading was, "Looks familiar? Yes, it's that dress again."

Matthew Storey, who curated the exhibit Royal Style in the Making, commented on this particular design when interviewed by Samantha Holender for US Weekly in June 2021, saying, “She knew that children really responded to this dress. Children love bright colors. So, she often wore it when she was going to visit children — and sick children in particular.” Storey explains Diana's innate sense of style and how she was "good at reading and understanding a fashion sketch. David could sketch something for her, and she would understand what the finished outfit would look like from that sketch. She was part of the process — some of the sketches have little notes she has written, expressing her preference. She had a clear idea of what she wanted.”

Anne Beckwith Smith, her lady-in-waiting, explained how she would collect the designer's fashion illustrations and bring them to Diana, who would review them and notate specific requests or alternative suggestions. Then, upon receiving and wearing the garment, she would write to the designers expressing her gratitude. Diana wrote on January 23, 1988, expressing her appreciation to Sassoon, "Dear David, Thank you so much for making me the two lovely dresses four our trip abroad- with love from Diana."

Diana wore this design on an official visit to Spain with a pair of purple leather Ferragamo block heels. The Ferragamo heels, lot 25, were auctioned off by Julien's Auctions for Princess Diana's Elegance & A Royal Collection on June 27, 2024, selling for $127,000.

Diana was introduced to Bellville Sassoon and their design by her mother, Frances Ruth Shand Kydd. Diana originally went to Bellville Sassoon looking for an engagement outfit but left and went to Harrods and purchased a Cojac two-piece suit. Sassoon ultimately designed the Princess's going-away suit following her wedding to Prince Charles, a two-piece salmon pink cropped short-sleeve jacket with a shawl, frilled, knee-length pencil, and matching John Boyd feathered hat. Diana wore numerous designs from Bellville Sassoon, including maternity, day, and evening.

The property comes with a copy of "The Glamour of Bellville Sassoon," which documents the design, and a copy of "Diana: Portrait of a Princess" by Jayne Fincher, a Royal Photographer.

Afternoon Tea time at the Peninsula Beverly Hills

A Full Circle Moment in History

In a deeply poignant moment following the sale, the dress’ new home was revealed. “It is an incredible honor to welcome the ‘Caring Dress’ into The Princess Diana Museum’s collection,” said Renae Plant, the museum's Founder and Curator, who was present for the auction. “What makes this acquisition especially poignant for me is that this is the very dress she was wearing the day I met her for the second time at the age of 18... To now be able to preserve this historic piece... is deeply meaningful.”

The remarkable results continued throughout the day, driven by the intense global interest built over the preceding months. A stunning Catherine Walker Falcon Evening Gown soared to $455,000, while a sophisticated Catherine Walker Coat Dress achieved the same commanding price, selling for more than 15 times its original estimate.

The public’s adoration for Diana’s more candid moments was on full display as her photographed HEAD Scarlet Nylon Ski Suit sold for $325,000 (over 10 times its estimate), and her iconic 1997 British Lung Foundation Sweatshirt fetched an astounding $221,000—more than 22 times its low estimate. These phenomenal prices reaffirmed that every facet of Diana's style narrative, from gala gowns to casualwear, remains profoundly resonant.

a man and woman stand in front of a white backdrop

Renae Plant, left, Founder and Curator of The Princess Diana Museum purchased Lady Diana's 'Caring Dress' for $520,000.

Julien's & Princess Diana's Iconic Style Visit 'FOX & Friends'

Princess Diana’s Style & A Royal Collection

Princess Diana

1986 Catherine Walker Falcon Evening Gown (With Book)

A custom cream silk crepe embroidered evening gown designed by Catherine Walker for Diana, the Princess of Wales, for her 1986 Gulf Tour, including countries Saudi Arabia and the UAE. In 2017, the gown was on exhibition at Kensington Palace for "Diana: Her Fashion Story."

The gown has a high neckline and long Guinevere-style point sleeves to accommodate local dressing customs. The streamlined gown has pronounced rounded shoulders, a fitted bodice, and a skirt with a circular train. Walker's minimalist design features sequins, beading, and embroidery of falcons with spread wings that begin at the left shoulder. The cream silk crepe works beautifully with the placement of the birds, whose migrational-like pattern goes up the skirt's train around the hip and onto the front of the bodice. The interior of the gown is fully lined in matching silk; a zip closure is located at the back of the dress, with a hook-and-eye clasp at the back of the neck. A Catherine Walker label is sewn at the gown's interior, but no size label is present.

Richard Dalton, Diana's hairdresser, recalls this particular design by Catherine Walker in his memoir It's All About The Hair, My Decade with Diana, writing, "One Night, Diana was invited to join the Sheikhas at the harem. [...] Diana was wearing this cream gown designed by Catherine Walker. It had all these gold birds embroidered flying up the back of her dress and train to honor the native bird of Saudi Arabia." He recalls the following day his conversation with Diana recounting how the women were dressed, who he writes, saying, "'Oh my God, Richard, Every Couture designer you can imagine, and dripping with diamonds and emeralds on their shoes, in their hair--it was unbelievable."

For spring/summer 1998, Catherine Walker drew inspiration from the 1986 royal tour gown to create one of her ready-to-wear gowns featured in her collection. Walker wrote in her memoir, "The inspiration for this dress comes from a dress I designed for the Princess of Wales when she visited the Gulf States. The embroidered motif at the time was a falcon, which we thought was an appropriate symbol."

Princess Diana started wearing Catherine Walker's designs when she was pregnant with Prince William. Catherine Walker's designs from 1982 to 1988 were labeled "The Chelsea Design Company," the designer writes in her memoir, "In Paris, people would laugh at anyone putting their name on a shopfront and calling themselves a designer without the skill and background to prove it. In deference to this inexperience, we called our business 'The Chelsea Design Company' rather than 'Catherine Walker,' the name being simply a description of where we were and what we did."

The lot property comes with a book, Diana Princess of Wales, A Tribute by Tim Graham, which has a supporting image of Diana with Christopher Balfour from Christie's viewing the Catherine Walker falcon gown on exhibition in New York for the 1997 auction "Dresses from the Collection of Diana, Princess of Wales."

The gown offered initially in 1997 was an idea conceived by Prince William. Diana wrote on a piece of Kensington stationery that was photographed at the beginning of the catalogue, "The inspiration for this wonderful sale comes from just one person....our son William. Diana. June: 1997."

Prince William talks about the auction in the HBO documentary Diana, Our Mother, saying, "My mother loved her fashion, she loved her clothes, but she wasn't a slave to it. I remember walking around her cupboards and there was just so many dresses and so many clothes. She got so fed up with all the clothes in the cupboards, believe it or not. And I said, 'Why don't you give the clothes away? Why don't you give, do something charitable with it? I remember her showing me the catalogue and everything else about it, saying, 'This was your idea.' Oh, I had a good idea. So it was nice to see it come through fruition."

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Princess Diana’s Style & A Royal Collection

Princess Diana

Photographed HEAD Scarlet Nylon Ski Suit (With Book)

A magenta nylon ski-suit belonging to Diana, Princess of Wales. Diana was famously photographed in the suit numerous times from 1985 to 1992: January 1985 in Malbun, Liechtenstein; February 6, 1986, in Klosters, Switzerland; April 7-10, 1991; and March 1992 in Lech, Austria.

A full-length, deep-scarlet colored ski suit fully insulated with an asymmetric zip closure and funnel neckline. The ski suit features a blouson-style bodice with dropped shoulders and dolman sleeves that taper and become fitted at the forearm. In contrast, the suit pants are fitted and streamlined, complementing the volume of the bodice. There is "HEAD" embroidered in white capital letters on the left side of the chest. Additional design features include brass-tone snaps and D-rings; the interior is lined with matching nylon.

The ski suit has become a style trademark continuously referenced by fashion periodicals as well as a favored image to post on social media for the bold color of the skisuit and how Diana wore it with a braided head band and gold hoop earrings in 1986 or with a cropped bob haircut and thick black frame sunglasses in 1991.

The property comes with a copy of "Dressing Diana," photography by Tim Graham, and text by Tasmin Blanchard.

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Princess Diana’s Style & A Royal Collection

Princess Diana

1997 British Lung Foundation Sweatshirt (With Magazine)

A white crew-neck sweatshirt with a British Lung Foundation screen-printed graphic belonging to Diana, Princess of Wales. Diana was photographed wearing this sweatshirt while going to the Chelsea Harbor Club with her son, Prince Harry. People Magazine featured a photo of her in the sweatshirt for their September 1997 tribute issue in memory of the Princess of Wales.

A white cotton crewneck with British Lung Foundation copyright screen print at the center. The sweatshirt features a fleece interior, a ribbed collar, cuffs, and hem, as well as two interior labels: one is a trademark label for the British Lung Foundation, and the other is Screen Stars by Fruit of Loom, manufactured in Ireland.

Diana was a style icon, known for her glamorous looks as well as her athleisure outfits, which she was regularly photographed wearing during the early and mid-1990s. The Princess of Wales would mix varsity logo sweatshirts, bicycle shorts, trainers, and a large tote such as her Tod's Lady Di bag.

This lot comes with a copy of People Magazine featuring a supporting image.

A Masterclass in Momentum: The Global Media Phenomenon

These staggering results did not happen in a vacuum. They were the direct result of an unprecedented global press and exhibition tour that built a crescendo of anticipation, transforming an auction into a worldwide cultural event. The groundwork was laid with a strategic debut at Seattle’s Museum of Pop Culture (MOPOP), a move that brilliantly framed Diana not just as a royal, but as a defining figure of modern history and style. The buzz was immediate and palpable.

From there, the collection made a poignant homecoming to Ireland’s Museum of Style Icons, generating reverent press across Europe. But the campaign reached a fever pitch upon its return to the United States. Julien’s Executive Director, Martin Nolan, took Manhattan by storm, launching a media blitz that brought the story into millions of American homes. His appearances on premier national morning shows like NBC's TODAY and FOX & Friends were masterstrokes, allowing the public to see the vibrant colors of the Bruce Oldfield ensemble and the sleek lines of the Escada suit not as static photos, but as the truest and most tangible pieces of history. The phones in the newsrooms and at the auction house began ringing, and the auction became a topic of nationwide conversation.

After a final, elegant preview in London featured on the popular ITV program Lorraine, the tour reached its final destination in Beverly Hills. On the Tuesday before the auction, the media excitement boiled over. The Peninsula Beverly Hills became the epicenter of the entertainment news world as a cavalcade of press descended for a final, intimate preview. The frenzy of flashing cameras and the hum of reporters underscored the magnitude of the moment. Titans of media, including NBC, Access Hollywood, USA Today, NPR, Vanity Fair, ABC’s Nightline, PEOPLE, and HELLO! Magazine, alongside a host of other national and local outlets, ensured that the final hours leading up to the sale were filled with coverage, analysis, and awe. This symphony of media attention solidified the collection’s status as a true global phenomenon, setting the stage for the record-breaking bids to come.

MOPOP: A Royal Affair in the Emerald City

“Princess Diana’s timeless style and heartfelt compassion continues to resonate around the world, and today’s record-breaking results are a powerful testament to her enduring legacy,” said Martin Nolan. “We were honored to curate this extraordinary collection, and the global response has been nothing short of phenomenal. Each item offered a rare and intimate glimpse into the life of Diana, the People’s Princess.”

The breadth of the collection was equally impressive, with accessories fetching breathtaking sums. A , and a pair of red leather shoes and a clutch from her 1990 Japan visit commanded $91,000 over 21 times the estimate. The auction also celebrated other members of the royal family, with a .

From the first exhibition to the final fall of the gavel, the "Princess Diana's Style & A Royal Collection" event was a celebration of a life that continues to inspire. It was a journey we were privileged to facilitate, and we extend our deepest appreciation to our partners, consignors, and the global community of bidders who participated in this historic, record-setting day. At Julien’s, we exist to bring the moments that matter back to life, and this was, without question, a moment that will be remembered for generations.

Signed, With Love: Top 5 Princess Diana Letters

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Princess Diana’s Style & A Royal Collection

Princess Diana

1995 Lady Dior Lambskin Handbag with Book (With Book)

A black Lady Dior lambskin handbag belonging to Diana, Princess of Wales. Diana began utilizing the Lady Dior on her official visit to Argentina in November 1995, where she was photographed holding the handbag while arriving at the airport; she paired the luxury accessory with her custom sleeveless Gianni Versace shift dress. Following her separation from King Charles III, then Prince of Wales, Diana wore more international designers' fashions, as well as styles that reflected her newfound independence. Diana also used this bag in October of 1995 while visiting Conductive Education for the disabled in Birmingham, the supporting image shows Diana hugging one of the pupils.

The Lady Dior handbag was initially named the ChouChou and was gifted to Diana by Bernadette Chirac, the First Lady of France, in September 1995, before the bag was premiered. Diana's enthusiasm for the design led to the handbag being renamed The Lady Dior, named after Diana. The box-shaped tote, featuring top-stitching that mirrors the couture houses' cane-back chairs, was initially inspired by Dior muse Mitzah Bricard. The clean, refined design showcases the house's couture craftsmanship with novelty letter charms that accent the right-hand side of the front of the handle.

The handbag features two rounded leather handles with gold-tone links, a zipper opening at the top, and a gold-tone "CD" pull. The interior is lined with matching lambskin leather and features an open compartment as well as interior pockets. A Christian Dior gold-tone stamped leather tag is sewn at the interior with a gilt Christian Dior stamp on the front facing part of the tag and "MADE IN ITALY" on the back of the tag.

Property comes with a copy of Diana: Portrait of a Princess by Jayne Wade, Royal Photographer.

a woman wearing sunglasses and a blue floral dress

Live Auction

Princess Diana’s Style & A Royal Collection

Jun 26, 2025

10:00 AM PDT