Nearly thirty years after her death, Princess Diana remains one of the most talked-about figures in modern history—and one of the most profitable.
What began as intense public interest has transformed into a full-scale industry that spans fashion, film, merchandise, and even musical theatre.
Princess Diana was keenly aware of how her image could be used. In a 1995 interview, she likened herself to a product on a shelf, something that could be sold and profited from. At the time, it might have sounded like a cynical observation. But it was also accurate. Today, her face still appears on everything from tea towels to fine china. Her iconic fashion is endlessly recreated, and the story of her life continues to inspire stage productions, television dramas, and biographical films.
Much of the fascination comes from her personal style, which has become a template for designers and influencers alike. Her casual Nineties looks—cycling shorts, oversized sweatshirts, and baseball caps—are now staples of Gen Z fashion. Pieces that resemble her wardrobe are easily found on resale platforms and vintage shops, often labeled “Diana style.” Meanwhile, exhibitions dedicated to her clothing have sold out at major venues like Kensington Palace, drawing visitors eager to get a closer look at her royal wardrobe.
The portrayal of Diana in popular culture is also relentless. From Naomi Watts in the critically panned Diana to Kristen Stewart’s acclaimed turn in Spencer, filmmakers continue to explore her life through different lenses. Netflix’s The Crown has perhaps done more than any other show to reintroduce her story to younger viewers, placing her at the center of royal drama and heartbreak. Yet for every well-produced project, there are clumsy tributes, including a Broadway musical that was widely mocked for its tone and lyrics.
Her legacy also thrives in the collectibles and memorabilia space. Items like her sapphire-inspired jewelry are marketed through official royal sites, and books on her life continue to populate bookstore shelves. Even funeral homes and brands abroad have found ways to tie into the Diana mythos—such as a lingerie company in China once launching a Diana-themed line complete with a lookalike model and cello-playing scenes.
One reason Diana remains so marketable is because she was never just a figure of tragedy. Her relatability and emotional openness created a lasting connection with the public. She was both glamorous and grounded, able to carry designer gowns and also laugh at a corny jingle. This blend of humanity and celebrity created a figure that many feel they know personally, even if they never met her.
Author Edward White explores these layers in his new book Dianaworld, a cultural study of how Diana’s image has evolved since her death. He notes how the commercialization of Diana mirrors her public persona from the start—someone deeply tied to consumer brands, yet also beloved for her warmth and spontaneity. Stories like her humming a Cornetto ice cream ad jingle on her wedding day only deepen that impression, reinforcing the idea of Diana as both princess and everywoman.
Diana’s image continues to sell, not just because of nostalgia, but because of what she represents—kindness, style, vulnerability, and defiance within an often rigid royal system. As long as those values remain compelling, the industry around her is unlikely to fade. Instead, it will keep finding new ways to bring her back into the spotlight.