Kim Kardashian ‘s fashion brand posted a series of images introducing new designs on its official Instagram page, just hours after a fierce fire broke out in the Palisades area on Tuesday evening (local time).

“The winter sale starts tomorrow. Set your alarm now to join the first big shopping event of the year with up to 50% off your favorite collections from S KIMS ,” Skims’ post announced, as more than 30,000 residents were forced to evacuate their homes due to wildfires .

The next day, the brand continued to post new images from the collection. Immediately, netizens flooded the comments section and expressed their anger. They criticized the sales promotion posts as inappropriate at this time when thousands of people were homeless.

Netizens were quick to criticize Kim Kardashian and her Skims clothing line . “Why not post about the resources in Los Angeles and what Kim or Skims are doing to help?” one user asked. “Still trying to make money during the terrible wildfires,” another fumed.

“What about California? You only care about money and yourselves,” one commenter fumed, even comparing Kim Kardashian to her sister Khloé Kardashian – who shared information about wildfire relief on her social media account.

However, some people sided with Kim Kardashian, pointing out that she was also facing losses from this disaster: “She is going through a traumatic event too , please be a little more sympathetic”; “Everyone shut up, this is a business. Kim is praying for her city like the rest of us”.

It is unclear whether Kim Kardashian directly approved the Skims ads, and a representative for the brand did not respond to a request for comment.