Conway, coauthor of a study appearing online May 14 in Current Biology that explores peoples perceptions of the dress, now calls the phenomenon profound. I think it will go down as one of the most important discoveries in color vision in the last 10 years, Conway says
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You can almost certainly rule out jersey, knit, cotton, corduroy, flannel, linen, denim and other distinctly casual, day-time fabrics
Excitement, huge excitement. He added that his studio was thrust into the media spotlight as soon as Buckingham Palace announced that they would be designing her wedding dress