Virgin Atlantic Relaunches Princess Diana's Iconic Gym Sweatshirt

The £59 collector's item is back, with £10 from each sale going to Save the Children.

Published on Feb. 9, 2026

Got story updates? Submit your updates here. ›

Almost 30 years after Princess Diana made her navy blue Virgin Atlantic sweatshirt an off-duty style staple, the brand has relaunched the iconic piece. The original sweatshirt, which Diana often wore to the gym, was sold at auction in 2019 for £43,000. This time, Virgin is bringing back the collector's item for £59, with £10 from each sale going to the charity Save the Children.

Why it matters

Princess Diana's fashion choices, even her casual gym wear, had a major influence on popular culture and trends. The relaunch of her famous Virgin Atlantic sweatshirt taps into the enduring fascination with the late royal's style legacy, while also supporting a charitable cause close to Diana's heart.

The details

The navy blue sweatshirt features the iconic Virgin Atlantic 'Flying Lady' logo that was screen-printed on the original item worn by Princess Diana. The royal was given the top by Virgin founder Richard Branson and often wore it to her gym sessions, with her personal trainer Jenni Rivett remarking that Diana chose to wear the same sweatshirt every time to avoid media attention. Rivett later donated the original sweatshirt to an auction, where it sold for an astounding £43,000 in 2019.

  • The original sweatshirt was sold at auction in Boston in 2019.
  • Virgin Atlantic is relaunching the iconic sweatshirt in 2026.

The players

Princess Diana

The late Princess of Wales, who was married to King Charles for 15 years and was known for her influential fashion choices, including her casual gym wear.

Jenni Rivett

Princess Diana's personal trainer, who worked with the royal for over seven years and later donated the original sweatshirt to an auction.

Richard Branson

The business magnate who gifted the original Virgin Atlantic sweatshirt to Princess Diana.

Save the Children

The charity organization that will receive £10 from each sale of the relaunched Princess Diana sweatshirt.

Got photos? Submit your photos here. ›

What they’re saying

“Every single session, all the media were outside camped with their stepladders, and cameras and lenses and everything. For her, she just found it so incredible, 'Why are they so interested in me when there are more important things to worry about in the world?' It wasn't her who asked for all this. I remember one of her strategies was that she was going to wear the same Virgin Atlantic sweatshirt every single session.”

— Jenni Rivett, Princess Diana's personal trainer (The Royal Box)

What’s next

The relaunched Princess Diana Virgin Atlantic sweatshirt is expected to sell out quickly, with Virgin Atlantic promising regular restocks to meet the high demand.

The takeaway

The relaunch of Princess Diana's iconic gym sweatshirt taps into the enduring fascination with the late royal's influential fashion legacy, while also supporting a charitable cause close to her heart. It's a testament to Diana's timeless style that the piece remains in high demand over 30 years later.