The Virgin Atlantic jumper that Princess Diana wore in the 1990s to support Save the Children.
LONDON, 13 November 2025 — Virgin Atlantic is bringing back one of Britain’s most iconic looks, the navy ‘Fly Virgin Atlantic’ jumper made famous by Princess Diana in the 1990s to support Save the Children.
Sales from the launch will help change children’s lives around the world as part of Virgin Atlantic's ongoing partnership with Save the Children.
Timed to the 30th anniversary of Princess Diana wearing the original jumper on 20 November 1995, the replica crewneck sweatshirt blends British style, nostalgia and purpose. An initial first drop of 250 jumpers will be available exclusively via Virgin Atlantic’s Retail Therapy online store, operated by Tourvest.
Virgin Atlantic is bringing back one of Britain’s most iconic looks, the navy ‘Fly Virgin Atlantic’ jumper made famous by Princess Diana in the 1990s to support Save the Children. Sales from the launch will help change children’s lives around the world as part of Virgin Atlantic's ongoing partnership with Save the Children. Virgin Atlantic/ Save the Children
The Princess’ gym staple was an oversized navy-blue crew-neck sweatshirt with ribbed hem and cuffs. The vintage printed Flying Lady motif, which draws on the 1930s pin-up style, is set between the words ‘Fly’ and ‘Atlantic’, whilst the word ‘Virgin’ is featured within the icon’s cape. Crafted from soft cotton and available in adult and limited children’s sizes, it’s a timeless classic for a gym run, taking to the skies, or as a Christmas gift.
Retailing at £59 (US$78) for adults and £47 (US$62) for children, £10 (US$13) from each jumper sold will be donated to Save the Children to support children affected by crises worldwide. As part of the collaboration, Tourvest waived its retail fee ensuring more funds go directly to the charity. In addition, Virgin Atlantic made a special donation to The Diana Award, continuing the late Princess’s legacy of compassion and youth advocacy.
The collaboration builds on Virgin Atlantic’s ongoing partnership with Save the Children, to strengthen the airline’s efforts to support communities impacted by disaster, ranging from climate related events to regional conflict.
Save the Children aims to create lasting change for and with children, helping to ensure children keep safe, healthy and learning so they have a chance of the future they deserve. The airline supports Save the Children’s Emergency Fund, providing access to healthcare, food, shelter and education when disaster strikes.
Sophie Woodford, Head of Creative and Design at Virgin Atlantic said:
“Princess Diana’s Virgin Atlantic jumper became an icon of freedom and individuality. Replicating it for Save the Children lets us celebrate her legacy with a fresh twist, combining style, purpose and a little Virgin Atlantic spirit along the way.
“Our collaboration with Save the Children is rooted in a shared commitment to ensuring that children affected by disasters receive the care and resources they need. Through initiatives like this, we can harness the power of our incredible people and use our business as a force for good in the communities we serve and create meaningful change.”
Claire Sanford, Conflict & Humanitarian Director of Save the Children UK, said:
"I’ve seen firsthand how the Children’s Emergency Fund brings light to the darkest moments, restoring hope, dignity, and the promise of a future for children caught in crisis. With the incredible support of Virgin, we’re helping make sure every child has the chance to grow up safe, seen, and full of possibility."
Nicola Terry, Chief Marketing Officer of Tourvest Retail & Catering, said:
“We’re proud to play a part in this meaningful collaboration. By waiving our associated fees, we’ve ensured that more funds go directly to Save the Children, helping to make a real difference for children affected by crises worldwide. It’s a privilege to support Virgin Atlantic in bringing back such an iconic piece with purpose.”
For purchases, please visit: order.virginatlantic.com
ENDS
About Virgin Atlantic
Virgin Atlantic was founded by entrepreneur Sir Richard Branson in 1984, with innovation and amazing customer service at its core. Virgin Atlantic has been voted Britain’s only Global Five Star Airline by APEX for the ninth year running in the Official Airline Ratings. Headquartered in London, it employs 9,250 people worldwide, flying customers to 28 destinations throughout the year.
Virgin Atlantic has been pioneering sustainability leadership for more than 15 years, committing to Net Zero by 2050 and continuous action that reduces environmental impact. The airline operates one of the youngest and most fuel-efficient fleets in the skies, with an average age under seven years.
We have photos (of the 'Fly Virgin Atlantic' pullover) to accompany this release here: www.contenthubsavethechildren.org/Package/2O4C2SNCL7XT
