What Color Is This Dress? How It Became an Internet Phenomenon

It's the picture that's exploded social media and led to outright fights in some offices. Is the dress gold and white or blue and black?

It's the dress that is driving millions of people crazy with the burning question: Is it blue and black or white and gold?

On Good Morning America, the cast had conflicting opinions on the color of the dress. 

Matt Lauer said on the Today show, “I started white and gold. I now see blue and black.”

Gayle King said on CBS This Morning, “I don't get the white and gold part, I really don't.”

The staggering social media phenomenon started when a photo of the dress popped up online and asked: “What colors are this dress?”  

What Color Do You Think The Dress Is? Vote In Our Poll!

From that simple question, the internet erupted and it is now sending tens of millions of people around the world into social media frenzy.
Taylor Swift posted: “I’m confused and scared. PS: it's obviously blue and black.”

Oscar winner Julianne Moore jumped in and tweeted: “What's the matter with u guys? It's white and gold.”

Justin Bieber tweeted: “I see blue and black.”

Kim Kardashian tweeted: “I see white and gold Kanye sees black and blue.”

Videos showing heated debates over the dress are popping up all over the internet.

Leave it to INSIDE EDITION to get to the bottom of the controversy. The dress is blue and black. Alicia Nichols is a receptionist at the CBS bureau in London and tried the dress on.

The dress costs just $77.

It's sold online under the brand Roman Originals. Experts say the way the light hits the dress in the photograph leads some people to really see the colors as white and gold.

Neurologist Bevil Conway told INSIDE EDITION, "Different people are seeing the dress and are, in some sense, projecting their own prejudice about what they think the lighting condition is. Is it being viewed in daylight with a kind of blue light? Or is it viewed under an orange light, like under direct sunlight?"

But it's definitely blue and black.