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'Dark Knight Rises' shooting: Twitter outrage as clothing store tries to capitalize on 'Aurora' dress in wake of Colorado tragedy
The company, which has a Buenos Aires mailing address and phone numbers in London, Sydney and Los Angeles, says that its social media team had not been aware of the Colorado shooting and did not know that was why #Aurora was trending.
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Celeb Boutique
"#Aurora is trending, clearly about our Kim K inspired #Aurora dress ;)," CelebBoutique.com posted on its Twitter feed at 12:35 p.m. Friday.
An online clothing boutique is getting a lot of attention on Twitter for posting what many call a "distasteful" tweet that apparently sought to capitalize on the word "Aurora," the name of the Denver suburb where 71 people were shot - 12 fatally - in an overnight movie theater massacre.
"#Aurora is trending, clearly about our Kim K inspired #Aurora dress ;)," CelebBoutique.com posted on its Twitter feed at 12:35 p.m. Friday.
The tweet included a link to the online boutique's web page, which prominently featured the so-called "Aurora dress."
The questionable timing of the comment led to much backlash on Twitter.
BOB PEARSON/EPA
An ambulance parked outside the Century 16 Theater in Aurora, Colo. after a gunman opened fire during a midnight screening of 'The Dark Knight Rises'
"'Aurora tweet has been up for almost an hour. Greatest social media fail in history? Ignorance doesn't excuse incompetence," James Urbaniak tweeted back at the company.
Another Twitter user called on the company to immediately remove the message.
"@celebboutique should delete their disgusting tweet, apologize and make substantial donation to victims of #Aurora," Danny Brown wrote.
Another user said the remark was "Winner of most distasteful tweet ever."
The company says that its social media team had not been aware of the Colorado shooting and did not know that was why #Aurora was trending.
After dozens of tweets expressing anger over the remark, CelebBoutique tweeted at 1:53 p.m. "We apologise for our misunderstanding about Aurora.-CB"
It goes on to say that its social media team had not been aware of the Colorado shooting and did not know that was why #Aurora was trending.
The company, which has a Buenos Aires mailing address and phone numbers in London, Sydney and Los Angeles, did not immediately respond to requests for a comment.
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