Talk about clueless. Roughly 12 hours after a lone gunman opened fire on a crowd of people and killed at least 12 movie patrons attending a midnight showing of The Dark Knight Rises in Aurora, Colo., Celeb Boutique, an online fashion company saw the hashtag #Aurora trending on Twitter, and thought best not to investigate, but to use the opportunity to promote the company's new Aurora dress, inspired by the queen of class herself, Kim Kardashian.

Meanwhile, in the real town of Aurora, dozens of people are currently being treated at local area hospitals, including mothers, fathers, sisters, brothers and children. The gunman's shooting spree occurred roughly 20 minutes into the film, but the suspect is now in custody. Police say 24-year-old James Holmes had painted his hair red before entering Theatre 9 in the Century 16 Cinemas, releasing a gas canister, and opening fire an a full crowd of people with an assault rifle and two pistols.

Celeb Boutique is already getting pummeled on Twitter, where the trouble began. The original tweet was released at 1:35 p.m.; in less than an hour, it had been retweeted over 700 times and merited countless responses, all of them negative.

WHAT IS WRONG WITH YOU GUYS, tweeted Baltimore Sun reporter Wesley Case.

Wow. Clueless much? tweeted user Vicki Lemonds.

Twitter is so discouraging today. Idiots, tweeted Steve Farnham, an associate editor at

Even celebrities and companies got in on the hate.

Michelle Beadle, co-host of ESPN's SportsNation, tweeted: Hey morons, turn on a TV. Fox News' Andy Levy wrote Well, here's your worst tweet of the day. He also replied to Celeb Boutique, writing Can't wait to see your tweet about why YOU'RE trending. Radio host for MLB and ESPN Kevin Goldstein wrote into Celeb Boutique, saying, You are the worst people on earth.

What do you think of Celeb Boutique's clueless, classless tweet? Leave us your impressions in the comments section below.