I didn't know what was going on." Later in the evening the page set a new record at BuzzFeed for concurrent visitors, which would reach 673,000 at its peak. "I couldn't open Twitter because it kept crashing. When she got off the train and checked her phone, it was overwhelmed by the messages on various sites. After creating a simple poll for users of the site, she left work and took the subway back to her Brooklyn home. Holderness showed the picture to other members of the site's social media team, who immediately began arguing about the dress's colours amongst themselves. By later that night, the number of total notes had increased tenfold. Tom Christ, Tumblr's director of data, said at its peak the page was getting 14,000 views a second (or 840,000 views per minute), well over the normal rates for content on the site. At the time she dismissed it, but then checked the page near the end of her workday and saw that it had received around 5,000 notes in that time, which she said "is insanely viral ". It was amazing to watch this move from a local thing to, like, a massive international phenomenon.' Ĭates Holderness, who ran the Tumblr page for BuzzFeed at the site's New York offices, noted a message from McNeill asking for the site's help in resolving the colour dispute of the dress. And you could see it in my Twitter notifications because people started having conversations in, like, Spanish and Portuguese and then Japanese and Chinese and Thai and Arabic. It went from New York media circle-jerk Twitter to international. The most interesting thing to me is that it traveled. A few days later, on 26 February, McNeill reposted the image to her blog on Tumblr and posed the same question to her followers, which led to further public discussion surrounding the image. Even after seeing that the dress was "obviously blue and black" in real life, the musicians remained preoccupied by the photograph they said they almost failed to make it on stage because they were caught up discussing the dress. On the day of the wedding, Caitlin McNeill, a friend of the bride and groom and a member of the Scottish folk music group Canach, performed with her band at the wedding on Colonsay. For a week, the debate became well known in Colonsay, a small island community. After disagreements over the perceived colour of the dress in the photograph, the bride posted the image on Facebook, and her friends also disagreed over the colour some saw it as white with gold lace, while others saw it as blue with black lace.
The retailer produced a one-off version of the dress in white and gold as part of a charity campaign.Ībout a week before the wedding of couple 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, that she planned to wear to the wedding and sent it to her daughter.
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 was coloured black and blue, or white and gold. The dress is a photograph that became a viral phenomenon on the Internet in 2015.
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