Fretting over which colour dress to buy could be a problem of the past with this hi-tech frock.
Billed as a fashion game changer the dress, designed by Showpo, appears to be able to change its hue at the touch of a button.
In a mesmerising new video Showpo CEO Jane Lu exhibited the garment, which changed from blue to pink to purple in a matter of seconds.
"I've got something really, really exciting to show that I've been working on for a while now," Lu began the video.
"This is going to be next level."
The 28-year-old proceeds to walk into a modelling shoot where, to the amazement of all watching, she commands that the light blue dress change its colour to pink.
The video has proven so amazing that many have questioned whether it is legitimate.
"I'm sorry but that looks really fake," a YouTube user commented.
"Impossible. Simply impossible," another added.
But Showpo recently told Finder.com.au the dress had been born through the brand's fascination with technology and innovation.
"Jane [Lu] has always wanted to be innovative and ahead of the game when it comes to technology,' a spokeswoman said.
"She doesn't compete in the market, she dominates."
Ms Lu started her professional life in corporate finance - first securing an elusive graduate position with KPMG before moving to accounting firm Ernst & Young.
After spending some time pondering her future life as a corporate go-getter, she decided to channel her energy into fashion instead.
Now her online shopping venture ShowPo.com reportedly turns over $10 million a year.
It distributes clothing to 45 countries, has 420,000 followers on Instagram and 464,000 friends on Facebook.