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Sales of Roman’s #TheDress soar 347 percent

By Angela Gonzalez-Rodriguez

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British fashion company Roman is dying of success after generating a social media frenzy about the colour of one of its dresses. Indeed, sales of the outfit that fuelled #TheDress debate soared 347 percent Friday.

“I can officially confirm the colour is royal blue with black trimming,” said Michelle Bastock, Roman’s fashion director, during a television interview with CNN’s Nina dos Santos and showing her company ‘true colours’.

However, not everyone saw the dress under the same colour lens, as some people were convinced the dress was black and blue; others saw white and gold.

Bastock, who wore the dress during her CNN interview, said she planned to start offering a white and gold version. It would take about six months to make it available.

So this is how a small British fashion company that was basking in the limelight Friday after a debate about the colour of one of its dresses went viral, catapulting the retailer into the public eye.

Bastock said the website had been coping well with the surge in sales and online attention, and that “We still have plenty in stock,” she said, referring to the chameleonic dress, priced at 50 pounds.

Roman has 132 stores across the UK and has been expanding at frenetic pace, opening one new store each week.