Fashion house Valentino is facing harsh criticism for a PR blast it sent out a day after Philip Seymour Hoffman's wake, using a photo of actress Amy Adams as she attended the event to advertise its newest handbag.
"We are pleased to announce Amy Adams carrying the Valentino Garavany Rockstud Duble bag from the Spring/Summer 2014 collection on Feb. 6 in New York," Valentino publicist, Upasna Khosla, emailed to journalists on Friday morning.
The offending release was coupled with pictures of the actress arriving with her husband Darren Le Gallo at Hoffman's private wake, which was held Thursday at Frank E. Campbell Funeral Home in Manhattan.
Adams, who co-starred with Hoffman in the 2012 film "The Master," "Doubt" in 2008 and "Charlie Wilson's War" in 2007, was not aware that her name was being used for Valentino's publicity, a representative for Adams confirmed to ABC News today.
"Amy Adams is not a paid spokesperson for Valentino, and the suggestion she would use this moment to participate in a promotion is truly appalling," spokeswoman Megan Moss Pachon said in a statement.
Those who received the email were also not impressed.
- Donna Freydkin (@freydkin) February 7, 2014
Khosla did not respond to ABC News' request to comment but the fashion house released a statement on Friday saying it was "not aware the photograph was taken while she was attending the wake of Philip Seymour Hoffman" and that Adams was "not aware, or a part of, our PR efforts."
Valentino's press office later tweeted another apology saying it was an innocent mistake.
We regret releasing a photo of Amy Adams with a Valentino bag. Unaware of the circumstances it was a mistake and we apologize to Ms. Adams.
- Valentino (@MaisonValentino) February 7, 2014
Seymour Hoffman, 46, died last Sunday of a suspected drug overdose in his Manhattan apartment.
Among those mourning the actor's death at his wake Thursday night were actors Meryl Streep, Joaquin Phoenix and Cate Blanchett.
A private funeral for close friends and family was held on Friday, while a larger memorial service will be held later in the month.