PrettyLittleThing and its new creative director Molly-Mae Hague have been chastised for a tribute to the September 11 victims, which also included the brand’s colors.
In remembrance of those who died and respect for those who lost loved ones on that tragic day, the online fashion brand took to Twitter and shared a picture of the Twin Towers with the text ‘Never Forget 09.11.01.’
20 years, never forget ❤️ pic.twitter.com/dljpF9SXvV
— PrettyLittleThing (@OfficialPLT) September 11, 2021
Regardless of the intention, social media users were displeased with PLT’s decision to use its trademark color and font in such a sensitive post.
Fans took to Twitter amongst other platforms to share their disappointment and frustration with the brand and its newly announced creative director for also sharing the post on her social media. See fan reactions below.
This is absolutely awful. Did nobody stop to consider that slapping your brand on a tragedy is a bad idea?
— Ben Bowman (@woolseverywhere) 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
Your brand team have too much power and are out of control.
'Make sure our font and brand colours are used over that photo of the twin towers on 9/11
— Cranky Kong (@LawRod_) September 11, 2021
what drugs are y'all taking over there at PLT HQ because there's no way you can justify this……?
— Natalia Podpora (@natpodpora) September 11, 2021
R u telling me you have a whole social media team and not one single person saw an issue with this
— ☾; alyssa ↯🎗 (@confbur) September 11, 2021
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.
— Mike McGrail (🥃🎬 ) Whisky Marketer (@mike_mcgrail) September 11, 2021
The outrage comes just weeks after the 22-year-old announced her appointment as the new creative director of PrettyLittleThing UK, saying:
“I’m beyond ecstatic to announce that I am the new CREATIVE DIRECTOR of @prettylittlething for UK/EU💗
“This is the biggest move in my career so far and I can’t explain my gratitude to my favourite brand in the world for trusting me with this role. PLT have had faith in me from the VERY start and to now be a Director within the business feels like a complete dream come true.”
She goes on: “I hope you’re all ready for my visions to come to life within this incredible brand… 💗.”
What are your thoughts on the tribute and do you agree with the backlash?
Education: Computer Network Engineering, Computer Desktop Administration
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With £1m what would you do: I would do my part to provide opportunities to the less fortunate. Then do my best to change the world in my own way through sports and talent building.
