Diana, Princess of Wales depicted in bra and knickers by Chinese lingerie company on anniversary of her death

Diana, Princess of Wales depicted in bra and knickers by Chinese lingerie company on anniversary of her death - As adverts go, it is certainly eye-catching. But whether it is tasteful to use a lingerie-clad Princess Diana lookalike to sell underwear is another matter entirely.

This bizarre promotion, which urges consumers to 'Feel the Romance of British Royalty', has been splashed across billboards in China by a lingerie company called Jealousy International.

And to mark the anniversary of Diana's death on August 31, 1997 – caused by a road accident in Paris – the lingerie company unveiled the new range at Shenzhen airport in southern China.

Royally rude: The adverts, unveiled on the anniversary of the Princess of Wales' death, ask the customer to 'Feel the romance of British royalty, Diana underwear'

Not amused: The late Princess of Wales has a lingerie brand named after her

Anniversary: Princess Diana died in a car crash in Paris 13 years ago today

While in Britain the date was marked by admirers leaving some 30 bouquets of flowers outside Kensington Palace, it was a contrasting scene in Shenzhen.

The model posing as Diana is shown in her bra and knickers, and depicted holding a cello and bow as she casts her eyes down towards a young child.

A British journalist who happened to see the images this morning was appalled. Sam Chambers said: '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.'

Mr Chambers, who is originally from Kent, but has worked in China for a decade, added: '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.'

The company which has produced the lingerie, Jealousy International is based in China's southern Guandong province. Its website has a section on the Diana range with a further slogan: 'Free your mind, free your style'.

The apparent attempt to exploit the princess's image is the latest example of how firms around the world have sought to capitalise on her popularity and glamour.

Clarence House, which represents Prince Charles, did not comment on the adverts.

Tributes: Flowers, cards and flags were left outside the former home of the Princess to mark the anniversary of her death ( dailymail.co.uk )