We typically don't look to the fashion world to make comments on violent conflicts, but shoe designer Kenneth Cole thrust himself into the conversation with a Thursday tweet.
People quickly pushed back at the flippant comment on Twitter, criticizing the well-known designer for joking about the killing of hundreds of men, women and children in the civil war–torn country.
But this isn't the first time Cole has used a world event to sell shoes.
In 2011, he commented on Egypt's violent protests by tweeting that "Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at http://bit.ly/KCairo -KC."
He was later forced to apologize for the tweet, writing "Re Egypt tweet: we weren't intending to make light of a serious situation. We understand the sensitivity of this historic moment -KC."
Cole isn't sorry this time: He doubled down on his Syria tweet with an Instagram video, posted Friday.
The designer does support a number of charities — including the Foundation for AIDS Research, the Make-A-Wish Foundation and the Human Rights Foundation — according to his website. However, it hardly seems like his tweet is "bringing awareness" to the serious problem in Syria.
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