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The Curse of THAT Gown: How the outfit that broke the web left devastation in its wake – from husband assaulting his spouse, to a household wedding ceremony spat and a charity blasted for utilizing it in ‘stomach-churning’ marketing campaign

The Curse of THAT Gown: How the outfit that broke the web left devastation in its wake – from husband assaulting his spouse, to a household wedding ceremony spat and a charity blasted for utilizing it in ‘stomach-churning’ marketing campaign


The viral gown which divided the web questioning whether or not it was blue and black or white and gold has left a path of devastation in its wake.

Yesterday, MailOnline reported how Keir Johnston turned on terrified Grace Johnston, pinned her to the ground and brandished a knife at their dwelling on the Isle of Colonsay within the Interior Hebrides.

The assault, on March 6, 2022, got here seven years after the couple gained worldwide fame for the gown the mom of the bride wore at their wedding ceremony.

It sparked a world debate over its colors, with folks left unable to resolve whether or not it was black and blue or white and gold.

The merchandise was nicknamed ‘The Gown That Broke the Web’ due to the extraordinary response it garnered on-line.

The couple even appeared on the Ellen DeGeneres Present within the US, the place they had been handed $10,000 (£8,000) and a luxurious journey to Grenada.

However together with Johnston’s 11-year abusive marketing campaign, the gown additionally precipitated a rift between Mrs Johnston and her mom and a charity was blasted for utilizing The Gown in a marketing campaign about violence in opposition to girls in a string of controversies.

The Dress (pictured) shot to worldwide fame after a debate over whether it was black and blue

The Gown (pictured) shot to worldwide fame after a debate over whether or not it was black and blue

Keir Johnston (right) pinned Grace Johnston (left) to the floor and brandished a knife

Keir Johnston (right) pinned Grace Johnston (left) to the floor and brandished a knife

Keir Johnston (proper) pinned Grace Johnston (left) to the ground and brandished a knife

The couple appeared on the Ellen DeGeneres Showwhere they were handed a £8,000 trip

The couple appeared on the Ellen DeGeneres Showwhere they were handed a £8,000 trip

The couple appeared on the Ellen DeGeneres Showwhere they had been handed a £8,000 journey

Celebrities including Kim Kardashian, Kanye West, Justin Bieber and Taylor Swift also shared it. The couple went on to appear on The Ellen DeGeneres Show

Celebrities including Kim Kardashian, Kanye West, Justin Bieber and Taylor Swift also shared it. The couple went on to appear on The Ellen DeGeneres Show

Celebrities together with Kim Kardashian, Kanye West, Justin Bieber and Taylor Swift additionally shared it. The couple went on to look on The Ellen DeGeneres Present

The image of the outfit was first posted on-line by Caitlin McNeill, a then 21-year-old aspiring singer from Scotland, after noticing her associates noticed totally different colors within the {photograph}.

Even celebrities weighed in on the style debate, with Kim Kardashian asking her followers to assist settle a disagreement between herself and Kanye West.

The {photograph} that began the web storm was taken by Cecilia Bleasdale whereas she was deciding on what to put on to her daughter’s upcoming wedding ceremony.

Ms Bleasdale despatched the image of the frock to her daughter to ask the bride-to-be what she thought. Grace, in flip, shared it together with her then-fiance, Keir Johnston.

The couple disagreed over the colors of the gown, so Grace sought extra opinions on-line.

The bride-to-be then posted the image on Fb, and her associates continued to debate the color of the gown.

The talk was forgotten till Ms McNeill, a detailed buddy of the newlyweds, posted the image on Tumblr days after the marriage, which happened on the Scottish island of Colonsay.

Ms McNeill, whose folks band performed on the ceremony, shared the {photograph} on a fan web page devoted to expertise supervisor Sarah Weichel.

The Salvation Army was blasted for using it in a campaign about violence against women

The Salvation Army was blasted for using it in a campaign about violence against women

The Salvation Military was blasted for utilizing it in a marketing campaign about violence in opposition to girls

Photo by Roman Originals of the two-tone dress that has sparked a global debate

Photo by Roman Originals of the two-tone dress that has sparked a global debate

Photo by Roman Originals of the two-tone dress that has sparked a global debate

Photo by Roman Originals of the two-tone dress that has sparked a global debate

Picture by retailer Roman Originals of the two-tone gown that has sparked a world debate

However practically 10 years on from the marriage and the gown, a decide heard this week that there had been a historical past of ‘home abuse’ from Johnston, now 38, in the direction of his spouse.

The petrol station attendant pleaded responsible to a cost of assaulting Ms Johnston to her harm and the hazard of life. 

Prosecutor Chris Macintosh mentioned Ms Johnston had suffered earlier home violence – together with her husband attempting to strangle her – earlier than the assault in 2022.

They married in 2015 and the photograph of the gown was posted on Tumblr just a few days later.

Ms Bleasdale, Mrs Johnston’s mom, was provided a free gown by the retailer Roman Originals after it went viral nevertheless it was claimed she was upset she did not get extra gadgets.

At one level The Gown grew to become the reason for a rift between the mom and daughter, with Ms Bleasdale admitting that they had a ‘falling out’ and now ‘simply do not speak about it’.

The couple who really took the photograph – Paul Jinks and Ms Bleasdale – informed the BBC on the time they felt ‘utterly neglected from the story’ and ‘we had no management.’

They even employed a solicitor and are thought of taking authorized motion to guard their copyright within the image. 

The string of dangerous luck which has adopted the outfit started on the day of the marriage, when folksinger Ms McNeill carried out together with her band.

Even after seeing that the gown was ‘clearly blue and black’ in actuality, the musicians remained preoccupied.

The picture of the outfit was first posted online by Caitlin McNeill, a then 21-year-old aspiring singer from Scotland, after noticing her friends saw different colours in the photograph

The picture of the outfit was first posted online by Caitlin McNeill, a then 21-year-old aspiring singer from Scotland, after noticing her friends saw different colours in the photograph

The image of the outfit was first posted on-line by Caitlin McNeill, a then 21-year-old aspiring singer from Scotland, after noticing her associates noticed totally different colors within the {photograph}

They mentioned they virtually didn’t make it on stage as a result of they had been caught up discussing the gown.

The curse of The Gown did not finish there, with The Salvation Military changing into embroiled in a row once they had been accused of utilizing it in a tasteless method with the slogan ‘Why is it so arduous to see black and blue?’

It constructed on the viral sensation in its marketing campaign to ship a message about violence in opposition to girls.

Whereas social media customers had been fast to reward the transfer, many slammed the charity for utilizing the gown in a marketing campaign about such a delicate challenge. 

One consumer posted on X, then Twitter: ‘There may be simply one thing completely stomach-churning about overlaying a lovely lady in pretend blood & bruises for ‘awarenesss’.

‘Like, a lovely lady simply lounging there, apparently not afraid or in ache. She makes violence in opposition to girls look attractive, and that is gross.’ 

The retailer of the gown, Roman Originals, reported a surge in gross sales and produced a one-off model in white and gold offered for charity after the social media sensation.

The Gown was later confirmed as a royal blue ‘Lace Bodycon Gown’ from the retailer Roman Originals, to the frustration of those that believed it to be gold.

However issues appeared to have ended fortunately for the marriage’s folksinger, who shared a photograph on X in 2021 captioned: ‘Regulation diploma is finished’.

It learn: ‘Dissertation is submitted, legislation diploma is finished, the solar is shining and the 4G router is (not less than briefly, she’s a bit fickle) beaming WiFi into my caravan mattress. 

‘What extra might ye need?’

In response to her social media, she now works as an Islands Tradition Officer for the non-profit group Argyll & Isles.



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Written by bourbiza mohamed

Bourbiza Mohamed is a freelance journalist and political science analyst holding a Master's degree in Political Science. Armed with a sharp pen and a discerning eye, Bourbiza Mohamed contributes to various renowned sites, delivering incisive insights on current political and social issues. His experience translates into thought-provoking articles that spur dialogue and reflection.

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