Online Boutique Apologizes For Using #Aurora To Promote A Kim Kardashian Dress Knockoff

“Aurora,” the Colorado town where a man shot and killed at least 12 people in a movie theater, is trending on Twitter.

The tweet from Celeb Boutique, which sells dresses modeled after celebrity outfits, linked to their “Aurora” dress. It’s a white dress similar to one worn by Kim Kardashian and sells for $157.

The tweet was retweeted nearly 1000 times, at which point Celeb Boutique deleted it. They responded with a series of apologies, explaining it was an error made by their overseas PR agency, which apparently wasn’t aware of the situation:

But clearly, the damage had already been done:

The incident recalls a similar gaffe made by Kenneth Cole, who suggested on his Facebook page that the 2010 riots in Cairo were caused by the launch of his spring collection. Cole similarly apologized.