Molly-Mae under fire over 9/11 Instagram tribute to victims with PrettyLittleThing branding
PrettyLittleThing has come under fire for sharing an image of the Twin Towers in a tribute to 9/11 victims using their brand colours.
The clothing company that boasts Molly-Mae Hague as a creative director has been accused of "slapping its brand on a tragedy".
Molly-Mae, 22, and PrettyLittleThing received backlash after sharing the image to their social media accounts with the words "never forget" in pink and "09.11.01" in white.
Criticism swiftly poured in on Twitter with one person condemning the posts as "absolutely shocking" and "distasteful".
Another person wrote on Twitter: "The pink text is their 'PLT pink' which they use in their logo and packaging.It's odd to use it given the subject matter…"
One more asked: "Did you guys even discuss this? It's pretty easy to understand why you should have left 9/11 well alone. Zero relevance to your brand.
"The cynic in me says you'll be delighted with the attention and engagement. Sorry Social Manager, it likely wasn't your choice."
As others asked whether Molly-Mae came up with the post – which she had shared on Instagram.
One said: "Hope molly mae wasn't the one to ok this," and another wrote: "Wonder if the pretty little thing 9/11 picture was Molly Mae's first sign off?"
More people piled in on Instagram as anger grew online.
One person shared a cringing emoji and said: "A tribute to a terrorist attach in your brand colours and font. 😬"
Another wrote: "Taking a terrorist attack and branding it for sales and likes on social media is really not cute."
One more wrote: "Let's pay tribute to arguably the worst terrorist attack known to man!Oh, let's also put it in our cute little aesthetic filters and fonts"
Another sarcastically typed: "Terrorist attack but make it cute hun"
The Sun has contacted Molly-Mae Hague's rep for comment.
Americans will mark the 20th anniversary of the 9/11 attacks this weekend.
President Joe Biden and First Lady Jill Biden are expected to travel to all three sites where 9/11 attacks were carried out on Saturday to pay their respects.
Two planes – American Airlines Flight 11 and United Airlines Flight 75 – crashed into the North and South towers of the World Trade Center complex while American Airlines Flight 77 crashed into the West wall of the Pentagon and United Airlines Flight 93 crashed in a Pennsylvania field.
A fourth, United Airlines Flight 93, was a domestic flight scheduled to fly from New Jersey to San Francisco.
This too was hijacked shortly after takeoff, however, the brave actions from 40 civilians on the plane who fought back against the terrorists resulted in the plane crashing into a field in Somerset County.
All 44 passengers, including the four hijackers, were killed, but the actions of those on board prevented the flight from reaching its target.
To this day, experts are still unsure of its intended target but many assume it was either The White House or the US Capitol Building.
Nearly 20 years later, victims of the attack continue to be identified through DNA testing.
The World Trade Center towers were part of a complex of seven buildings, all of which were destroyed when the skyscrapers collapsed.
After the collapse of the World Trade Center people began referring to the site as Ground Zero before it was change in 2014 to One World Trade Center by New York City mayor Michael Bloomberg.
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