A one-off white and gold version of the blue and black dress which sparked a global online debate has raised more than £2,700 for Comic Relief.
The exclusive two-tone dress attracted more than 50 bids on eBay before being snapped by Czech businessman Tomas Petru for £1,356.
Dress-maker Roman Originals set up the auction to raise funds for Comic Relief and will also match the winning bid with its own donation.
The firm, based in Erdington, Birmingham, said Mr Petru had bought the knee-length garment for his wife as a gift.
The original black and blue dress trended on Twitter earlier this month after dividing opinion over its colours, which some people saw as white and gold.
Celebrities including reality TV star Kim Kardashian, her rapper husband Kanye West and singer Taylor Swift were among those who tweeted their views.