NEW YORK (AP) — Elvis Presley's favourite performance costume, the peacock jumpsuit, has sold for $300,000, making it the most expensive piece of Elvis memorabilia sold at auction.

The online sale by auctioneer Gotta Have It! ended at 3 a.m. yesterday. The pre-sale estimate was $275,000 to $325,000.

The white outfit with a plunging V-neck and high collar features a blue-and-gold peacock design hand-embroidered on the front and back and along the pant legs.

The previous record for an Elvis collectible is $295,000 for one of his classic cars. The most ever paid previously for one of his stage costumes, a bejeweled cape, was $105,250. Both were sold at a 1999 auction at Graceland in Memphis, Tennessee, run by Guernsey's.