#TheDress or #dressgate is a phenomenon that took over the internet in late February 2015. The whole thing started with a simple image of one dress, photographed in odd lighting. It seemingly divided a world, with half of the people seeing a white and gold dress and half seeing a black and blue dress. Some brands used a little creativity to capitalize on a trending hashtag and gain many thousands and in some cases, millions of impressions for their brands, while others fell flat in their attempt.