As you've probably heard by now, Southern California has been devastated by the most devastating wildfires in the region's history.
Thousands of homes have been destroyed and at least ten people have died as firefighters continue to work around the clock to contain the historic disaster.
Countless celebrities have been forced to evacuate As the fire swept through some of the area's most famous neighborhoods.
The Kardashians have been forced to step aside amid the Kenneth Fire
Among the stars forced to leave their multimillion-dollar homes are members of the Kardashian family, who fled Calabasas Thursday night before the Kenneth Fire worsened.
According to a new report from TMZThe fire quickly spread across 1,000 acres in just a few hours, with Kim Kardashian and her entire family following mandatory evacuation orders.
The Kardashians also donated hundreds of meals to local firefighters, so they're clearly grateful to those who are risking their lives to keep them safe.
So, why is Kim exploding on social media and being accused of turning a blind eye to the devastation in his hometown?
Kim Live to Sell
As you are probably aware, Kim is a billionaire Thanks in large part to her skim fashion line.
He tirelessly promotes the brand on social media and naturally, he works with a team of professionals to spread the word about sales and new products.
So it's no surprise that the brand continues to post about its latest offerings on Instagram.
But for reasons that are not entirely clear, many commentators are outraged by this display of unfettered commerce.
“Winter sales start tomorrow,” reads a recent post Scheme page.
“Set your alarm for the first big shopping event of the year with up to 50% off your favorite SKIMS collection.”
The ad was met with a surprising amount of outrage in the comments.
Kim came under criticism
“How about making a post about the resources going on in LA and what Kim and Skim are doing to help!!” As one person commented, Page Six.
“Still trying to get money from people during a terrible fire,” raged a second.
“Post about the fire you people are ruining the brand,” wrote a third.
“So the scheme's tone deaf to post this rn,” replied a fourth.
“@Scheme who cares about a stupid sale. Pack money and underwear and deliver to those in LA who need help,” a fifth yelled.
Another critic used the opportunity to praise Khloe Kardashian for posting resources and information about the wildfires.
“What about California? You care about yourself and money! Khloe is the most real so I love her SM,” this person wrote.
Fortunately, Kim had some defenders, many of whom pointed out that he almost certainly did not determine his post. Many also pointed out that she is a mother of four in the midst of a potentially life-changing crisis.
“He's also in the middle of a traumatic event, have some sympathy,” one commenter wrote.
“Shut up, it's a business. The show will go on. Kim is grieving and praying for her city like everyone else,” echoed a second user.
Because we live in an age of discussion, in a matter of weeks, there will be a lot of debate about which celebrity Angelenos reacted best and worst to the fire.
But perhaps we should all pause, take a breath, and remind ourselves that all of these people are dealing with an unimaginable catastrophe.