fashion fans who follow many of the top bloggers on instagram experienced an extreme case of déjà vu over the weekend after the same dress was modeled by no less than 50 fashionistas .
the highly usual situation was no coincidence , but rather a clever marketing ploy dreamed up by retailer lord & taylor to promote its edgy range .
the move proved an instant success as the $ 88 paisley asymmetrical dress sold out almost immediately and created an online buzz for the range .