#TheDress Company: White-and-Gold Version Already in the Works
Roman Originals reaps the benefits of the viral blue/black white/gold dress.
#TheDress conversations continued into Friday morning as people react to the photo of a dress that looks blue and black to some people, and white and gold to others. The debate has become an unexpected viral marketing campaign for Roman Originals, the company that designed the blue-and-black (seriously — believe it) dress. Now, a white-and-gold version is on the way.
The creative manager for Roman Originals, Ian Johnson, told The Hollywood Reporter that the company has started the process of designing a white-and-gold version "just to mess with people," and it will be available for purchase in a few weeks. Since that's how many people (mistakenly) see the dress, it makes sense to jump on the opportunity.
Johnson said sales are up about 500 percent and website traffic has seen a 2,000 percent increase. Ellen DeGeneres already has requested overnight delivery of the dress, presumably for her show next week.
The photo that started it all, posted by Tumblr user swiked.