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: