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Liam O'Dell
Sep 11, 2021
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:
@OfficialPLT this is bad taste in the extreme— james (@james) 1631354123
@OfficialPLT you put branding over 9/11???— Elliott White (@Elliott White) 1631354144
@OfficialPLT blows my mind these multi million $$$ companies have entire teams to discuss and plan this and there’s… https://t.co/AehL8U8049— corono she didnt 💁🏽♀️ (@corono she didnt 💁🏽♀️) 1631354755
When will brands stop who will stop the brands https://t.co/nMf4Wcm9vp— Will Pritchard (@Will Pritchard) 1631355470
NOT THIS https://t.co/EWrggViZAb— CEO of Yelling (@CEO of Yelling) 1631354682
Gatekeep. Girlboss. Rebrand the deadliest terror attack on American soil in peacetime to match your fast fashion co… https://t.co/Ks3fqEld8O— Elle Rudd 🌻 (@Elle Rudd 🌻) 1631354450
Gaslight, gatekeep, girlboss, #neverforget https://t.co/bnit0z3Web— Jason Okundaye (@Jason Okundaye) 1631354323
PLT HAVE BRANDED 9/11 https://t.co/iGGvC8aTzL?— Moya Lothian-Mclean (@Moya Lothian-Mclean) 1631353777
Pretty Little Thing’s tweet is still up at the time of writing.
Indy100 has contacted them for comment.
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