Following reports from NBC that a gunman opened fire at a midnight screening in Aurora, Colorado, leaving at least 12 people dead and 38 wounded, the clothing brand tweeted:
“#Aurora is trending, clearly about our Kim K inspired #Aurora dress ;)”
The embarrassing tweet is receiving a lot of criticism from Twitter users, calling it “class less,” discouraging,” and “stupid.”
Read the tweet below.
— Celeb Boutique (@celebboutique) July 20, 2012
The tweet subsequently sparked a frenzy online, prompting Celebrity Boutique to issue a statement to Celebuzz apologizing the comment.
“We didn’t check what the trend was about hence the confusion, again we do apologize. 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,” said the store’s representative.
As previously reported, a midnight screening of The Dark Knight Rises in Aurora, Colorado turned deadly early Friday morning when a gunman opened fired in the theater, leaving at least 12 people dead and 59 wounded, according to NBC.
Police said the gunman — later identified as James Holmes, 24 — had appeared at the front of the theater during the movie and released a canister which let out a hissing sound, which is believed to be tear gas. Witnesses told reporters that gunfire erupted during a shootout scene in the film.
The shooting is still under investigation and the suspected gunman is in custody.
According to reports, The Dark Knight Rises Paris premiere has been cancelled in the wake of the tragedy.
“Warner Bros. is deeply saddened to learn about this shocking incident. We extend our sincere sympathies to the families and loved ones of the victims at this tragic time,” a rep said in a statement.
In the aftermath of the shootings, President Obama will cut campaign trip short. Barack Obama was in Florida on a two-day campaign trip when he was informed of the theater shooting. He was scheduled to speak at Rollins College but canceled his trip to Orlando in the wake of the shootings.
Along with first lady Michelle Obama, he released a statement, saying: “Michelle and I are shocked and saddened by the horrific and tragic shooting in Colorado. Federal and local law enforcement are still responding, and my Administration will do everything that we can to support the people of Aurora in this extraordinarily difficult time. We are committed to bringing whoever was responsible to justice, ensuring the safety of our people, and caring for those who have been wounded. As we do when confronted by moments of darkness and challenge, we must now come together as one American family. All of us must have the people of Aurora in our thoughts and prayers as they confront the loss of family, friends, and neighbors, and we must stand together with them in the challenging hours and days to come.”