CelebBoutique.com claims it was ‘unaware’ of the situation in Colorado and insists the tweet ‘was not intentional.’
Following the news that 71 people were shot at a July 20 midnight screening of The Dark Knight Rises in Aurora, Colo., Twitter was flooded with messages of shock, sorrow and anger. But one tweet from international clothing distributor Celeb Boutique captured the world’s attention for an entirely different reason: “#Aurora is trending, clearly about our Kim K inspired #Aurora dress ;),” the company tweeted, with a link to shop for said dress.
The tweet was immediately met with angry responses, some from celebrities, wondering how the company could have possibly posted such an insensitive tweet. Though the tweet was live for more than an hour, Celeb Boutique eventually took it down and tweeted the following apology:
“We apologise for our misunderstanding about Aurora. … We didn’t check what the trend was about hence the confusion, again we do apologise. … We are incredibly sorry for our tweet about Aurora – Our PR is NOT US based and had not checked the reason for the trend, at that time our social media was totally UNAWARE of the situation and simply thought it was another trending topic – we have removed the very insensitive tweet and will of course take more care in future to look into what we say in our tweets. Again we do apologise for any offense caused this was not intentional & will not occur again. Our most sincere apologies for both the tweet and situation.”
What’s your take on Celeb Boutique’s major oversight? Was their apology — and redaction of the controversial tweet — enough, or will this forever remain a blemish on the company’s record? Drop a comment with your thoughts.
— Andy Swift
More on the tragedy in Colorado: