A Los Angeles-based writer and comedian has called Kim Kardashian "unhinged" for posting about her Skims brand while the fires were raging in and around the city.
The Palisades, Eaton and Hurst wildfires have been ravaging areas of Los Angeles since Tuesday. The death toll is at least ten, nearly 180,000 people have been evacuated and thousands of properties destroyed.
Two more fires, Lidia, north of the city, and Kenneth, on the border of Ventura County, broke out on Wednesday and Thursday. Approximately 400 firefighters stayed on the scene overnight to monitor the Kenneth fire and guard against potential flare-ups. Their continued presence underscores the ongoing risk as crews work tirelessly to ensure the fire remains contained.
Now Meredith Lynch has taken to Instagram to criticize Kardashian, saying it was "wild" for the reality star to promote an upcoming sale for her Skims label as the devastating Los Angeles fire continued to destroy the city.
Newsweek emailed a spokesperson for Kardashian for comment on Friday.
Kardashian shared a now-expired post to her Instagram Story on Wednesday, featuring information about the winter sale. This resulted in Meredith posting a video to her Instagram account with the caption: "Absolutely unhinged that @kimkardashian whose businesses and livelihood have and continue to be LA based is legit posting @skims stories while thousands of people and animals have lost everything. If you have a platform like hers you should be posting resources."
In the clip, Lynch continued to slam Kardashian for being out of touch, criticizing the businesswoman for not sharing resources about how people can help.
"Y'all LA is burning down and Kimberly Noel is literally posting, telling us to go buy Skims. This is her Instagram stories right now, just put them up," Lynch said at the start of the video. She then shared a screenshot of a post that showed a countdown clock set to expire in 19 hours and 42 minutes time, indicating when the Skims sale would start.
She continued: "Not one resource on her Instagram stories, not one 'thoughts and prayers' on her Instagram account, but she is posting you a countdown to her winter sale which starts in 19 hours.
"These people like Trump, like Kim Kardashian, who have these huge reaches, who have such a base in Los Angeles, it is wild to me that they're not, like, 'Hey, let me use my platform to put out as much resources as possible. No, instead she's like, 'Buy Skims!'"
Lynch noted that the story had been posted when hundreds of people had already lost their homes due to the fires. She reiterated her belief that Kardashian should be posting information and resources for those living in the Los Angeles area.
"Guess what, she has a whole effing social media team, they should be intervening right now and be like, 'You know, we're going to go ahead and, just, go ahead and take down those Instagram stories, we're not going to post those, we're going to delay on posting, we're going to put up resources,'" she said.
"It is wild to me, we are living in the end of days right now. That is what's happening because these billionaires, they just know that they're so unaffected that they don't care."
At the time of writing, the post can no longer be seen on Kardashian's account.
People were divided in the comments, with one person writing: "She has never cared and it's appalling how ppl keep supporting her."
"I promise you, she does not personally post on her social media. She has a team that plans and does all of it and the content was probably prescheduled.Let's stop assuming the worst in people. She has done more to help others than most of us ever will," someone else wrote.
A third added: "does everyone really need to share the same screenshots & words? it's been seen hundreds of times by now & is starting to feel like mandatory virtue signaling."
Kardashian owns a $70 million home in Malibu, with the ongoing flames in Los Angeles posing a threat. While at the time of writing her residence is not in the evacuation zone, the surrounding areas have been severely affected.
Her mansion is situated along the Pacific Coast Highway, which has been called a "hellscape."
The apocalyptic inferno has torn through Los Angeles County, forcing various celebrities to flee. Big names, including James Woods, Anthony Hopkins, Sandra Lee and Anna Faris, have also sadly lost their homes. All were able to safely evacuate before their properties were destroyed.
Actors Adam Brody and Leighton Meester lost their home in the fire, according to TMZ. Singer, model and actress Paris Hilton said she was "heartbroken beyond words" to learn her home had burned down.
The Hills stars Spencer Pratt and Heidi Montag lost their home in the fire on Tuesday, TMZ reported. The family safely evacuated earlier that day. Pratt shared a video of fire officials dumping water on the wildfire on his Instagram Story.
"A sign of how much love was in this house so thankful for all the years and memories there with our family," Pratt wrote on Instagram.
Billy Crystal and his wife Janice said that they were "heartbroken" by the loss of their home. They had lived at the property since 1979. General Hospital actor Cameron Mathison shared a video of what was left of his home after the fire on Instagram.
Actor Melissa Rivers, daughter of late comedian Joan Rivers, said her home was destroyed in the fire. She evacuated with her mother's Emmy, a photo of her father and a drawing her mother made, along with necessities like birth certificates and medications.
Real Housewives of Beverly Hills star and businesswoman Bozoma Saint John also said she lost her home in the fire.
Actors Miles Teller and Keleigh Teller lost their home in the fire. The couple bought their Pacific Palisades home in 2023. Producer Candy Spelling, mother to actor Tori Spelling, confirmed to TMZ that her home on Malibu's Pacific Coast Highway has burned down.
Local and national organizations are stepping in to provide critical aid to those affected. Here's how you can help or seek assistance:
In addition to established organizations, numerous GoFundMe campaigns have been created to provide direct assistance to families and individuals who have lost their homes. By searching "California wildfires" on the platform, people can find a wide range of campaigns seeking support.
However, it's essential to verify their legitimacy to ensure your contribution reaches those truly in need. Avoid vague or emotional appeals without detailed plans.
Animal welfare groups in Los Angeles and other parts of Southern California are actively involved in supporting fire recovery efforts. Most of the groups are dealing with limited resources and seeking donations. Some are also asking local animal lovers to adopt or foster pets affected by the fires, or for other help from volunteers.
Locals willing to foster an animal are encouraged to email West Los Angeles-based Best Friends Animal Society at FosterLA@bestfriends.org, while donations of critical supplies can be easily made by purchasing items on the Los Angeles chapter's wish lists for Amazon and Walmart.
