Earlier this afternoon, Celeb Boutique โ€” the "online boutique loved by your fave celebs and your new addiction" โ€” realized that #Aurora was trending. "OMG!" someone who will almost certainly be fired later today thought to themselves. "It must be thanks to Kim Kardashian!"

But no, Celeb Boutique. People were not "clearly" talking about Aurora thanks to your Kim K inspired Aurora dress.

After about an hour (and a few thousand lost Twitter followers and angry messages), Celeb Boutique issued a lame apology and then voiced excitement about the weekend:


I guess there's not much more you can say after you confuse a Kardashian-inspired dress with a national tragedy.