Now a new story is doing the rounds: a bold bride wore it on her actual wedding day, cementing the dress' now legendary status.
Russian bride Gulnaz Khusneeva got married in it back in May, without realising how popular it was in the UK.
She and her now husband Azat had been together four years, and though they were engaged, they weren't in a rush to get married. Until she discovered she was pregnant on New Year's Eve, on a holiday to London.
The pair wanted to get hitched before the baby arrived, in a low key ceremony. In fact, the bride was planning on wearing an outfit she already owned.
She told HuffPostUK, 'I’m a hard working person and I didn’t care about our wedding. I thought, "it’s just a formality" – we had lived together four years and it was just for our baby. I wasn’t going to buy a special dress, just wear something old of my own.'
But then her sister stepped in, forbidding her to get married in an old dress. She went and bought her a new one, and you can all guess the one she picked.
She felt happy and called it her 'perfect wedding dress', plus it was flowy enough to accommodate her growing bump.
It wasn't until a few months later that she realised how viral the dress had gone, after her sister found the infamous Instagram account.
Gulnaz said, 'I found out about it three months after the wedding, when my other sister sent me link to Instagram and asked me: "Is this your wedding dress?"'
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Penny Goldstone is the Digital Fashion Editor at Marie Claire, covering everything from catwalk trends to royal fashion and the latest high street and Instagram must-haves.
Penny grew up in France and studied languages and law at the Sorbonne Nouvelle University in Paris before moving to the UK for her MA in multimedia journalism at Bournemouth University. She moved to the UK permanently and has never looked back (though she does go back regularly to stock up on cheese and wine).
Although she's always loved fashion - she used to create scrapbooks of her favourite trends and looks, including Sienna Miller and Kate Moss' boho phase - her first job was at MoneySavingExpert.com, sourcing the best deals for everything from restaurants to designer sales.
However she quit after two years to follow her true passion, fashion journalism, and after many years of internships and freelance stints at magazines including Red, Cosmopolitan, Stylist and Good Housekeeping, landed her dream job as the Digital Fashion Editor at Marie Claire UK.
Her favourite part of the job is discovering new brands and meeting designers, and travelling the world to attend events and fashion shows. Seeing her first Chanel runway IRL at Paris Fashion Week was a true pinch-me moment.
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