People have branded the tribute as “disrespectful” on social media.
On Saturday, the brand and former Love Island star posted a tribute on the 20th anniversary of the tragedy which claimed the lives of 2,977 people.
The 22-year-old influencer and the company shared an image of the Twin Towers alongside the words “Never Forget 09.11.01” which was designed in PrettyLittleThing’s brand colour.
20 years, never forget ❤️ pic.twitter.com/dljpF9SXvV
— PrettyLittleThing (@OfficialPLT) September 11, 2021
The choice of colour caused an uproar on social media and one person asked: “Are you for real?”
Among the sea of comments, another person tweeted: “This is bad taste in the extreme.”
“Such poor judgement. No matter how well meant. It’s a sad day indeed when your commercial imperative has conflated this memorial.”
However, some social media users did come to the brand’s defence.
Others wrote: “People genuinely p***ed off about this? There’s actually worse things going on in the world I dunno if any ones seen the news recently.”
“So people are going crazy because the text colour is pink? Funny…here’s me thinking there’s bigger problems in the world than fonts and colour charts.”
It comes after the influencer was announced as the creative director for PrettyLittleThing in the UK and Europe last month.
Sharing the news on Instagram, Ms Hague wrote: "I’m beyond ecstatic to announce that I am the new CREATIVE DIRECTOR of @prettylittlething for UK/EU
"This is the biggest move in my career so far and I can’t explain my gratitude to my favourite brand in the world for trusting me with this role.
"PLT have had faith in me from the VERY start and to now be a Director within the business feels like a complete dream come true. I hope you’re all ready for my visions to come to life within this incredible brand…
"To celebrate this huge news I’m bringing you without a doubt my best collection to date, I’ve worked on this collection now for SO long and I’m beyond proud of it! Now LIVE and available to shop…. I can’t wait to see you all in it! @umarkamani @prettylittlething."
PrettyLittleThing has been approached for comment.