"Charles James: Beyond Fashion" Costume Institute Gala - Arrivals

Besides rewatching the video four times and favoriting a few quippy tweets about it, I’ve tried to distance myself somewhat from the Solange Knowles vs. Jay Z debacle. Not because it isn’t interesting– it obviously is– but because it doesn’t seem fair that their private familial relationships are being analyzed to pieces by total strangers. They didn’t have this fight on a reality show or during a red carpet event. We were never supposed to see the security footage. I’m not saying that it’s off-limits or that people shouldn’t joke about it, I’m just choosing not to (for the time being, at least). That’s why this clever ad for Anya Hindmarch, who designed the bag Solange carried to the Met Ball, is making me LOL… and feel super guilty about it.

solange crisp packet clutch tweet

Is this in poor taste? …Probably. While I don’t presume to know anything about Solange’s personal life, I’m willing to bet she didn’t attack her brother-in-law over something completely trivial, so we might be mocking a serious issue here. But at the same time, I had no idea what kind of clutch she was holding until I saw this tweet, and now I’ve gotten the chance to think it’s cute and associate it with the designer’s name. Hindmarch is just supposed to let that golden opportunity fly by?

The ad is subtle, well-timed, and a really good example of how to use social media for branding purposes without looking like you’re trying too hard. (It reminds me of that classic Oreo tweet from the power outage at the 2013 Super Bowl, actually.) Maybe it’s not cool to make light of violence, maybe it’s not cool to speculate about things that happened behind closed doors to people you’ve never met, maybe it’s not cool to make money off of someone else’s pain. But… maybe it is. You know what I mean? Ugh. Morality.

Via Huff Post / Photos: Getty Images, @anyahindmarch