In the midst of today’s shooting tragedy, Twitter users have taken to their accounts to send out prayers and condolences to the people of Aurora, Colo., making #Aurora a trending topic. There has been nothing but an overwhelming number of supportive tweets, all except one that is. A company named took the trending topic and gave it a new meaning.

At the midnight premiere of “The Dark Knight Rises” in Aurora, Colo., a 24-year-old man went on a shooting rampage. It is confirmed that at least 12 are dead and 50 or more wounded. The news shocked the country this morning as Americans woke up to hearing of such a tragedy.

But, then this happened on Twitter:

“#Aurora is trending, clearly about our Kim K inspired #Aurora dress ;) ,” posted on its Twitter feed at 12:35 p.m. Friday.

Twitter users immediately took offense and began attacking the company, calling them disrespectful and even dubbed by one user as “the most distasteful tweet ever.”

‘Aurora tweet has been up for almost an hour. Greatest social media fail in history? Ignorance doesn’t excuse incompetence,” James Urbaniak tweeted back at the company.

Another Twitter user called on the company to immediately remove the message.

@celebboutique should delete their disgusting tweet, apologize and make substantial donation to victims of #Aurora,” Danny Brown wrote.

After numerous tweets expressing anger and frustration over the remark the company took to Twitter over an hour later apologizing for the miscommunication. Stating that the social media team hadn’t heard of the shooting and assumed the trending topic was about their article of clothing.