Kim Kardashian has been slammed for promoting an upcoming sale for her SKIMS label as the devastating Los Angeles fire continues to rage.

Los Angeles based writer and comedian Meredith Lynch blasted Kardashian in an Instagram reel, criticizing her for posting the video amid the raging fires, rather than issuing details about resources to help people.

Lynch pointed out that the post was made recently, when the fires were already burning out of control and hundreds of people had lost their homes.

It comes as Kim’s sister Khloé shared an update with her 304 million Instagram followers, revealing that her neighbor is in contact with fire department chiefs, who said that ‘the firefighters are desperate, hungry, and exhausted.’