‘Wear The Dress Day’ has been announced as Thursday 22 August 2019.
For those of you unfamiliar with the now-infamous black and white Zara dress in question direct yourselves here, but for the rest of you who've spent your summer making panicked eye contact to everyone wearing it, step right in.
Next Thursday, the owners of this year’s most ubiquitous dress will be asked to wear the dress in unison and donate upwards of £3/€3 to the period poverty campaign group, Free Periods.
The awareness day is being organised by Faye Oakenfull, the woman behind the Instagram account dedicated to the polka dot dress’s popularity @hot4thespot.
The account has now amassed over 20,000 followers and been featured in media publications such as the New York Times, Vogue and Vice.
Oakenfull is now looking to use this popularity to raise money for an important cause.
“It has been amazing to (unexpectedly) watch the account blow up over the past few months, and it only seemed right to seize an opportunity to do some social good whilst the page’s popularity is still at its peak," she said.
"Picking a cause that reflected the same feminist spirit of the incredible community that the dress has created was important to me — which is why I reached out to Free Periods to ask if we could join in their campaign to end period poverty across the world.”
Free Periods is a campaign group with a mission to tackle period poverty in the UK and beyond, so no child misses out on their education because of their period.
Set up by a 17-year-old Amika George in April 2017, the group successfully campaigned to secure Government funding for free, universally available menstrual products in all of England’s schools and colleges, and they are now working on building a global movement, normalising the conversation around periods and ensuring that all young people have access to the period products they need.
“We are thrilled to have the support of one of the internet's loveliest, and funniest, communities!" Gemma Abbott, director of Free Periods says.
Every donation will help us in the fight for menstrual equity, for young people across the world.”
Those looking to donate – dress-wearer or not – can do so here.