Unless you live under a rock, you’ve probably heard the news of the shooting in Aurora, Colorado, during a midnight screening of “The Dark Knight Rises.” Reportedly, a 24 year-old man, who was dressed as one of the film’s characters, opened fire at the theater, killing 12 people and wounding 58, including young children.
Online retailer Celeb Boutique was apparently in the dark about the theater shooting. When “Aurora” became a worldwide trending topic, the company saw the perfect opportunity to market their Kim Kardashian-inspired dress (above), tweeting:
The tweet, which stayed on their timeline for an hour before deletion, was met with outrage. Critics wondered how a boutique could capitalize off of such an unimaginable tragedy.
Following the backlash, Celeb Boutique offered this apology: