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. An online boutique had no idea why it was trending when they used the hashtag to promote their “Aurora” dress.

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.

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