Princess Diana’s famous “revenge dress,” worn on the day her then-husband publicly acknowledged his infidelity, is going on display ahead of a Sotheby’s auction, with an estimated value of up to $300,000.

The striking black dress is beginning an international tour, reflecting the continued worldwide interest in Diana nearly three decades after her death.

The dress went on public display at Sotheby’s in London on Friday. Diana wore it on June 29, 1994, the same day an interview was broadcast in which then-Prince Charles admitted he had been unfaithful.

Knowing that the revelation was coming, Diana chose a figure-hugging, off-the-shoulder silk dress designed by Greek designer Christina Stambolian for a gala at London’s Serpentine Gallery.

Morgane Halimi, Sotheby’s global head of handbags and fashion, said Diana used the outfit to take control of the public narrative surrounding her.

“She always used fashion as a way of expression, but this time (it) was a way to communicate her personal expression of herself,” Halimi said. She added that Diana appeared to be sending the message, “I’m taking back the story and I’m here and I stand for myself.”

Photos of Diana wearing the dress, paired with a sapphire necklace, black pumps and bright red nail polish, were published around the world. The Sun newspaper described the look the following day as “Revenge is chic.”

A year later, Diana acknowledged that she had also been unfaithful in an interview, famously saying, “there were three of us in this marriage,” referring to Charles’ relationship with Camilla Parker-Bowles, now Queen Camilla.

Charles and Diana divorced in 1996. Diana was killed in a car crash in Paris the following year at the age of 36.

The dress has remained a symbol of Diana’s public image. A life-size wax figure of her wearing the outfit was unveiled at a Paris museum last year.

The dress is being auctioned for the first time since 1997, when Diana sold it along with other clothing items to raise money for AIDS charities. Sotheby’s estimates its value at $150,000 to $300,000, though experts say it could sell for considerably more.

In 2023, a red sweater featuring sheep that Diana wore to a polo match in 1981 sold for $1.1 million, setting a record for an item owned by the late princess.

“I personally believe that this dress is the most powerful item linked to Diana,” Halimi said.

She added that Diana’s provenance has long attracted collectors, while the story and wider meaning associated with the dress could also draw museums and other institutions as well as private collectors seeking rare pieces.

Diana was a global style icon and one of the world’s most photographed women during her lifetime. Public interest in her remains strong, including fascination with the breakdown of her marriage to Charles, now King Charles III.

A new book by Diana’s brother, Charles Spencer, has recently attracted headlines and renewed a public dispute between the Spencer family and the royal family over how the princess was treated.

The dress will remain on display in London until Sept. 24 before traveling to Hong Kong and Geneva. It will be auctioned in New York on Dec. 9.