Clueless store jumped on #Aurora twitter trend without checking news

Earth to Celeb Boutique! As #Aurora began to trend nationally on Twitter in the wake of the tragic shooting early this morning in the Colorado city, the clueless clothing store decided to tweet a joke that the trend was about its latest “Kim K inspired Aurora dress.” This insensitive move — which, at face value, appeared as a cold-blooded marketing tactic to cash in on the tragedy — predictably caused an outrage in the Twittersphere. More than an hour later, the store realized the magnitude of its careless mistake and issued a lengthy apology via Twitter, saying its PR team is not U.S.-based and was not aware of the tragedy at the time of the tweet, which has since been removed.  

Click through the gallery above to see the tweet, and Celeb Boutique's lengthy apology.