As stars paraded the cat walk, their outfits swiftly categorised to best or worst dressed lists, Twitter was enraptured by one dress in particular.
Australian presenter Edwina Bartholomew was thrilled with the "Elsa-inspired" blue dress she wore for her red carpet reporting role for breakfast show Sunrise.
But social media users were more interested in a particular feature of the dress: a ruffled swirl of fabric stitched to the front of her hip.
A Facebook user commented: ""Your face and body are to die for.... But, sorry, the thing on the dress looks like a part of a female anatomy. I know I am not the only person thinking this...."
Indeed they weren't, as others took to Instagram to weigh in, with one user asking: "Why is there a uterus on your dress?"
Another suggested losing "the Vajayjay, then the dress would be perfect."
Bartholomew said she got through the day without hearing any vagina-dress comments, but admitted she was suspicious that the detailing might get attention.
Speaking to Australian radio show hosts, Kyle and Jackie O, she laughed at the situation: ""Hahaha I did know they might call it 'the vagina dress' and I still wore it anyway!"
Bartholomew also took to Twitter to make fun of her dress's detailing.