American Apparel stunned many by posting a stylized photo of the 1986 Challenger disaster to its Tumblr page earlier today, complete with the tags “smoke” and “clouds.”

Amid the backlash, it didn’t take long for the company to remove the image and post an apology.

https://twitter.com/americanapparel/status/484834097051598848

https://twitter.com/MaryTylerMog/status/484863400187412480