SpicyTricks

The flamboyant hat worn by Princess Beatrice at last month's royal wedding has sold for the princely sum of 81,000 pounds ($US123,000) on eBay.

Proceeds from the sale of the hat, designed by Irish milliner Philip Treacy, will be split between the United Nations Children's Fund (UNICEF) and British charity Children In Crisis.

The princess, the oldest daughter of Prince Andrew and a granddaughter of Queen Elizabeth II, prompted a storm of comments - many of them derisive, over her choice of hat.

It has been likened to both a pretzel and a toilet seat, and inspired its own Facebook page which has a following of more than 143,000 people.

"I've been amazed by the amount of attention the hat has attracted," the princess said in a statement on the auction site.

"It's a wonderful opportunity to raise as much money as possible for two fantastic charities," she added.

Mr Treacy designed many of the hats worn to the April 29 marriage of Prince William and Catherine Middleton, which was watched by an estimated global audience of 2 billion people.

The celebrated designer said he was "delighted, flattered and touched" by the 22-year-old princess's decision to donate the hat to charity.

"I hope that people all over the world will be generous and that this hat will benefit many. A hat is a symbol of positivity," he added.

The piece is described on the site as "a unique sculptural celebratory headpiece" made of tea rose silk, adding: "This is a gravity-defying hat."

"I hope whoever wins the auction has as much fun with the hat as I have," the young royal said.