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“Did I Do That?” 2nd Annual Social Media Awards: #5, American Apparel

American Apparel is no stranger to controversy. Their ads have been knocked for years for bordering on the edge of pornography, and most recently, the company voted to oust chairman and CEO Dov Charney after a long tenure of misconduct, including refusing to participate in mandatory sexual harassment training and using severance packages to quiet former employees.

You’d think that AA would have it’s antennas on full alert these days in order to avoid any additional negative press, right? Well maybe they did – everyone except for one unfortunate “international social media” employee that is – who posted the following picture to the American Apparel Tumblr account back in July:

AA Fail

AA Fail

Apparently the post, which was the tagged “#Smoke” and “#Clouds”, was supposed to represent fireworks for the 4th of July Holiday. Unfortunately, the employee passed over the millions of stock images of fireworks for a photo that shows the Jan. 28, 1986 explosion of the Challenger shuttle, which killed all seven people aboard.

One astute commenter corrected the cringe-worthy post rather bluntly:

AA comment

American Apparel was quick to respond to the onslaught that ensued, flattening their probably long gone social employee under the bus without hesitation:

“The image was re-blogged in error by one of our international social media employees who was born after the tragedy and was unaware of the event,” American Apparel posted. “We sincerely regret the insensitivity of that selection and the post has been deleted.”

The Challenger disaster was one many will never forget. Hopefully AA doesn’t forget this brain lapse either and has a better 2015. But really, how about owning up to the mistake as a brand, guys? SMH.

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