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:

What do you think about their Twitter faux pas and apology, Clutchettes?

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  • I think there’s no excuse for their mistake. It takes a second to check to see what people are saying about a particular trending topic. One second and they could’ve read about the tragedy. Yes, it was a mistake but one that could have easily been avoided. It’s seems lazy to me. If you are watching trending topics, shouldn’t you know why they’re trending? Shouldn’t you know what’s going on in the world if you are in charge of a social media campaign? There’s just really no excuse.

  • I think it’s possible that if their PR is outside of the US they didn’t know what happened. BUT, who doesn’t click a trending topic before participating in it?