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Princess Diana Underwear Billboard Branded 'Blatant Exploitation'

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Sep. 1 2010, Updated 3:12 p.m. ET

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A Chinese underwear company has caused outrage after depicting Princess Diana in her lingerie for their adverts.

Jealousy International's controversial campaign which shows a look-a-like of the British royal, playing a cello in her bra and panties, was released on the 13-year anniversary of her death, Radaronline.com has learned.

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And the image has been splashed across billboards in China with the slogan 'Feel The Romance of British Royalty' emblazoned down the side of the picture.

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The company has produced a line of 'Diana' underwear, which they insist is meant to honor the Princesses taste in lingerie.

See it here.

But they have come under fire from fans who believe they are cashing in on her death.

"It does seem to be just blatant exploitation of a dead lady's name," said Alan Berry, co-founder of the Diana Appreciation Society.

And a British man, who saw the image when it was unveiled at Shenzhen airport in southern China, was outraged.

"I was just going to collect my baggage from the carousel when I saw it flash up on a rolling advertising screen and couldn't quite believe what I was seeing," Sam Chambers told the Daily Mail newspaper in the UK.

"I thought, surely not, because it was rolling quite quickly. So I waited to check when it came up again and, sure enough, there was an image of Diana.

"It's all the more striking because today is the anniversary of her death."

Representatives for Prince Charles have not commented on the advertisements.

Diana died on August 31st 1997 after a tragic car crash in a Paris tunnel.

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