Kim Zolciak-Biermann had always planned to launch her new swimsuit line on June 1, and nothing — not even a nation in unrest — could stop her.
Naturally, social media users dragged her for it.
Midday on June 1, the "Don't Be Tardy" star posted an Instagram video of two young women modeling her new Salty K swimsuits. In her accompanying caption, the reality TV star fawned over the look and the fabric of the swimsuits.
"So many swimsuits will be coming your way this summer!!" she wrote, her excitement easily conveyed.
Many of her 3.1 million Instagram followers were not as joyous, calling the launch "tone deaf" while citing the coast-to-coast protests following the death of George Floyd.
"Love you but maybe postpone the launch… look around," one person said. "Right now is not best time to self promote."
Another shouted that it's "not the time."
"Are you kidding me? Read the room, Kim," one critic said.
While some of the online haters blasted her for the youthful appearances of her swimsuit models, most of the critical comments were tied to the nation's unrest.
"Who is in charge of your brand marketing? They should be fired bc NOW IS NOT THE TIME. Tone deaf," one person decried.
Although Kim made no mention of the protests in the swimsuit posts, she did side with the Black Lives Matter movement in her Instagram Stories earlier in the day, saying all her companies "stand in solidarity with the black community against systemic racism and oppression experienced everyday in America."
She added, "If you don't believe that #blacklivesmatter we ask you to please take your business elsewhere."