But what colour is it? The experts say that it's all down to individual emotions or maybe it's colour blindess. Roman Originals, the makers of the dress insist that it is black and blue, but due to the attention this rather trivial question has received, they will be making a white and gold version.

Here at Miss Vogue we really can't make our minds up so we put the question to our resident expert Gaby Cove, head of photography at Conde Nast Digital: "We had a really fun few minutes on the Vogue.com picture desk scratching our heads figuring this out. I saw a picture of a white and gold dress - Suze, our other Vogue.com picture editor, saw blue and black. Eventually, thanks to Photoshop, our helpful friends at Reddit and Wired.com, and a bit of searching (I now know more about the Purkinje effect than I ever thought possible), we know it's just a perception mistake thanks to the unusual lighting and background of the picture. The REALLY strange part was once I'd seen a colour saturated version in Photoshop, I saw it as blue and black, and now I can't see it as white and gold any more. Suze thought I was crazy! Isn't the human brain amazing?"

So no matter which side of the camp you're on: black and blue (Taylor Swift, Zoella, Kanye West) or white and gold (Anna Kendrick, Julianne Moore, Cara Delevingne), this media sensation proves that it's not just Kim Kardashian that can #breaktheinternet.