Kim Kardashian-look dress didn't cause #Aurora to trend, Celeb Boutique admits

Prepare your jaw to drop. In the wake of the shooting at the Aurora Town Center Century 16 during a midnight screening of The Dark Knight Rises, the word "Aurora" began to trend on Twitter. Shortly thereafter, Celeb Boutique speculated by tweet that the reason had to do with one...

By Michael Roberts

July 20, 2012

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Prepare your jaw to drop.

In the wake of the shooting at the Aurora Town Center Century 16 during a midnight screening of The Dark Knight Rises, the word "Aurora" began to trend on Twitter. Shortly thereafter, Celeb Boutique speculated by tweet that the reason had to do with one of its dresses, dubbed Aurora and inspired by Kim Kardashian. Here's a screen capture of that post.

And here's the dress that definitely wasn't the reason for the trend: Twitter Nation didn't take long to inform Celeb Boutique that "Aurora" was trending for reasons that had absolutely nothing to do with fashion. As such, the company pulled down the offending tweet and issued a number of Twitter mea culpas:

We apologise for our misunderstanding about Aurora. - CB
— Celeb Boutique (@celebboutique) July 20, 2012

We didn't check what the trend was about hence the confusion, again we do apologise.
— Celeb Boutique (@celebboutique) July 20, 2012

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
— Celeb Boutique (@celebboutique) July 20, 2012

social media was totally UNAWARE of the situation and simply thought it was another trending topic - we have removed the very insensitive
— Celeb Boutique (@celebboutique) July 20, 2012

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
— Celeb Boutique (@celebboutique) July 20, 2012

Not everyone was forgiving, as this reply indicates:

@celebboutique Fuck you and especially fuck Kim Kardashian.
— EminEm™ ︻╦╤─ (@ILoveBuschLight) July 20, 2012

Not that Kardashian can be blamed for this particular screw-up, which fits Celeb Boutique perfectly.

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Michael Roberts began his career with Westword in 1990 as music editor. In 1999, he took on a new role, full-time media reporter, as author of a column called The Message. In 2008, he became the lead writer for Westword's news blog, The Latest Word, a position he held until January 2023. Michael continues to freelance for Westword, covering everything from business to sports and the media; he also contributes to Jazziz, a national music magazine. He holds a bachelor's degree from what is now Colorado Mesa University and master's degrees from the University of California, Los Angeles, and Northwestern University.

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