Bosses of a New York company have launched a campaign to buy the iconic white dress Marilyn Monroe wore in The Seven Year Itch when it comes up for auction this month (18Jun11) - because they believe the outfit belongs in the Big Apple.
Monroe made movie history in the dress and sent the temperatures of film fans soaring when she stood on top of a New York subway grate in the movie and delighted in watching it billow up.
And now inQuicity executives want to buy the dress from actress Debbie Reynolds when it becomes available at an upcoming Profiles in History sale in Los Angeles, where it's estimated to fetch over $1 million (£625,000).
The technology company bosses have set up a website, www.savethedress.org, to attract donors, who will be credited in any exhibition of the dress.
inQuicity co-founder Darlene Newman says, "The dress worn by Marilyn Monroe in The Seven Year Itch is... a prolific piece of New York City's vivid history and culture, and deserves to find a permanent home here."
The dress will be part of a treasure trove of costumes being offered up by Reynolds from her fabled collection.