Updated: Celeb Boutique Attracts Twitter Outrage for Misguided Aurora Tweet

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Celeb Boutique, an international online shop that offers discount versions of celebrity fashion, has earned the ire of the Internet today after a misguided tweet referencing trending topic Aurora, the site of last night's movie theater massacre in Colorado.

Having never heard of Celeb Boutique until today, it's difficult for us to gage the context of this tweet. Based on the contact phone number listed on their website, they appear to be based in the UK (though there is also a note on the site that the number is not working at the moment). If so, it's possible whoever runs their Twitter feed was unaware of the shootings and innocently, if stupidly, sent out the tweet above without clicking through to see why Aurora is trending.

Even more amazingly, an hour later, that tweet is still standing and no apology has been issued from the company. As you might imagine, hundreds of angry @ replies have been directed at them by now.

UPDATE: Celeb Boutique has deleted the comment from their Twitter feed.

UPDATE: Ready for the world's worst apology? First came this at 2:53: "We apologise for our misunderstanding about Aurora. - CB". Then this retweet, also at 2:53: "Its a fabulous friday, what are your weekend plans?? #fabulousfriday". Then, at 2:59:

UPDATE: It looks like someone with some sense has finally taken the reigns of Celeb Boutique's Twitter. Broken into several 140 character pieces over Twitter, the reconstructed full apology follows:

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. - CB

UPDATE: The company has issued an official apology, sent to use via their PR representative:

We at CelebBoutique are deeply and truly sorry from the bottom of our hearts for our tweet regarding the Aurora trend on Twitter. We were unaware of the horrific tragedy that occurred in Colorado and though there is no excuse for our mistake, we hope the families of the victims will accept our greatest sympathies and apologies along with the American public. Again, we cannot apologize enough for any offense we may have caused and hope everyone can forgive us for this terrible mistake.

Sincerely,
CelebBoutique

· CelebBoutique [Twitter]