From the Department of Too Soon comes news of this unfortunate Twitter FAIL:
An online fashion retailer called Celeb Boutique was feeling the heat today after it capitalized on the trending popularity of the term Aurora to promote a Kim Kardashian-inspired dress it sells.
The site is based in the U.K. and claimed it was unaware that the trending topic was about this morning's massacre during a screening of the Batman film The Dark Knight Rises in Aurora, Colorado.
Here's what the site tweeted:
#Aurora is trending clearly about our Kim K inspired #Aurora dress ;)”
The company removed the offending tweet and stated that, because its “P.R.” is not U.S.-based, it was unaware of the story behind the #Aurora trending topic:
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.
Slate today blamed the tweet on “outsourcing,” though it's not clear that cheaper marketing was the motivation behind the company employing a non-U.S. firm that could very well be in the U.K.
We reached out to Celeb Boutique but had yet to hear back.