Clothing brand Pretty Little Thing has sparked fury online, after it chose to post a “branded” tribute to the 9/11 terrorist attack on social media.
Marking the 20th anniversary of the atrocity – which claimed the lives of 2,977 people across New York City, Washington and Pennsylvania after four planes were hijacked – PLT wrote on Twitter, in what it appeared to be its own pink branding: “20 years, never forget”.
The text came with a black and white photo of the Twin Towers, which both collapsed after two planes crashed into it on 11 September 2001, with the words “Never forget, 09.11.01” written over it in PLT’s trademark font – “never forget” is written in the typical Pretty Little Thing pink.
The two other planes hit the Pentagon, home of the US Department of Defence, and a field in Somerset County, Pennsylvania – the latter of which crashed after passengers and crew members attempted to take back control of the plane from terrorist hijackers.
Speaking during a televised address on Friday, US President Joe Biden said that togetherness was seen in “heroism everywhere”, with the “central lesson of 11 September” being that “unity is our greatest strength”.
Pretty Little Thing’s marketing decision has since been criticised by Twitter users:
this is bad taste in the extreme
— james (@jmsmwld) September 11, 2021
you put branding over 9/11???
— Elliott White (@eajwhite) September 11, 2021
blows my mind these multi million $$$ companies have entire teams to discuss and plan this and there’s still not a deciding member of staff to be like “you know what? nah, let’s not”
— corono she didnt 💁🏽♀️ (@romanroysintern) September 11, 2021
Are you for real?! Branding a tribute to 9/11?
— Kashif ZS (@kashifzs) September 11, 2021
When will brands stop who will stop the brands https://t.co/nMf4Wcm9vp
— Will Pritchard (@wf_pritchard) September 11, 2021
‘Use code GROUNDZERO for 20% off’ https://t.co/dhptowHhls
— chakra khan (@Phind_) September 11, 2021
NOT THIS https://t.co/EWrggViZAb
— CEO of Yelling (@ChantayyJayy) September 11, 2021
Gatekeep. Girlboss. Rebrand the deadliest terror attack on American soil in peacetime to match your fast fashion company's aesthetic. https://t.co/1Eo9lXbWUX
— Elle Rudd 🌻 (@ElleRudd_) September 11, 2021
Gaslight, gatekeep, girlboss, #neverforget https://t.co/bnit0z3Web
— Jason Okundaye (@jasebyjason) September 11, 2021
PLT HAVE BRANDED 9/11 https://t.co/iGGvC8aTzL?
— Moya Lothian-Mclean (@mlothianmclean) September 11, 2021
Pretty Little Thing’s tweet is still up at the time of writing.
Indy100 has contacted them for comment.
