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Kim Kardashian is getting major backlash for her company's "tone deaf" behavior amid the raging wildfires in Los Angeles.
Instead of addressing the devastation caused by the fires, which have forced thousands to evacuate and burned over 15,000 acres of land so far, Kardashian's clothing brand, SKIMS, was posting about winter sales instead shortly after the Palisades fire erupted on Tuesday, January 7.
One post from Wednesday, January 8 promoted the "Winter Sale" and offered discounts of up to 50 percent off on SKIMS products. "THE WINTER SALE STARTS TOMORROW. Set your alarm to shop the first major event of the year with up to 50% off your favorite SKIMS collections," the caption read. A second post the next day further fueled criticism, pushing more sales with a caption about starting the new year looking "your best in SKIMS," followed by a third the day after. The reality star also shared the stories to her personal Instagram account, however she has since deleted them.
Fans were quick to call out Kardashian, 44, and point out the distasteful timing of these promotions, especially as people's homes were being destroyed by the flames.
"Still trying to make money from people during the horrific fires 🔥," said one frustrated commenter, while another said "This post should be Skims is donating items to those impacted by the fires. Even if there is help and support happening BTS, this is tone deaf." A third shared a similar sentiment, writing, "how about make a post about spreading awareness about fires going on IN YOUR CITY!!!! i hope you're advertising this now and put the money towards the people who really need it kimberly."
Many pointed to Kardashian's younger sister Khloé Kardashian, who had been sharing resources for the fires, as a contrast to Kim's silence on the issue.
"WHAT ABOUT CALIFORNIA? All you care about is yourself and money! Khloe is the REALEST that's why I love her SM," one user noted. Another shared, "No word about the fires ??? Seriously Kimberly your family speaking out about it and you want people to buy skims ?? SAD."
Khloé, 40, shared various resources on her Instagram Story on Thursday, January 9, along with a screenshot of a post on X (formerly Twitter) criticizing L.A. city officials, including Mayor Karen Bass, on budget cuts recently made to the L.A. fire department.
While Kim's mansion remains safe, several of her celebrity friends, including Paris Hilton and Heidi Montag, have lost their homes in the fire.
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