Bleasdale intended to wear the dress at the wedding and sent the photograph to her daughter. OriginĪbout a week before the wedding of Grace and Keir Johnston, of Colonsay, Scotland, the bride's mother, Cecilia Bleasdale, took a photograph of a dress at Cheshire Oaks Designer Outlet north of Chester, England. The retailer produced a one-off version of the dress in white and gold as part of a charity campaign. The dress was identified as a product of the retailer Roman Originals, which experienced a major surge in sales of the dress as a result of the incident. Members of the scientific community began to investigate the photograph for new insights into human colour vision. Although the dress was eventually confirmed to be coloured black and blue, the image prompted much online discussion of different users' perceptions of the colour of the dress.

Within a week, more than ten million tweets had mentioned the dress, using hashtags such as #thedress, #whiteandgold, and #blackandblue.

The phenomenon originated from a washed-out colour photograph of a dress posted on the social networking service Facebook. The phenomenon revealed differences in human colour perception, which have been the subject of ongoing scientific investigations into neuroscience and vision science, producing a number of papers published in peer-reviewed scientific journals. Viewers of the image disagreed on whether the dress depicted in a photograph was coloured black and blue, or white and gold. The dress was a viral phenomenon on the Internet in 2015.

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