Okay this problem really pisses me off because it's just a trick of perception like it's been mentioned. You can do it yourself photoshop proz, but if you measure the RGB values of the dress going from head to toe, you see it getting more gray and not more blue, due to being more in the shadows. Our perception tells us this is more blue, when really it is more gray, at first instinct. It is more blue at the top, where it appears more white. The same trend happens with the values of gold
In fact most of the scene is IN the shadow but there is very warm, very hard light in the background (it's sunny as hell, why doesn't anyone notice?) so the colour temperature of the photo is off, the whitebalance is not going to render the blue as blue, it is rendering it gray. Neutral gray is easily influenced by changes in surrounding light and if warm light is around, it will appear more blue, and if cool colours are around, it will appear more warm.
But really TL;DR it was too sunny that day to take a good photo. I really disliked this little internet trend because there shouldn't BE any speculation as to what colour it is, it's a question of why is it confusing for some of us, especially for those with no sense of visual context.
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Originally Posted by Gundam-Dude
a good way to illustrate the effect of additive and subtractive mixing of colours in photoshop is to simply create a new layer on top of the image, fill it in with a 50% grey, and then changing the blending mode of that new layer to subtract or divide. because grey is the most neutral of all "colours" (well technically it's not a "colour" but a tone), it works exceptionally well when trying to light balance and colour correct any photo..
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It's a good experiment to see how the photo would look a few exposures ahead, or a few exposures below, to illustrate that less light = more dark = lower colour temperature = more blue, and the opposite for a higher exposure.