“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 PR rep Upasna Khosla wrote in a press release sent to journalists on Friday. The email included photos of Adams carrying the red bag out of Hoffman's private funeral at the Frank E. Campbell Funeral Home in Manhattan on Thursday.
Adams, who starred in 2009's Doubt and 2012's The Master with Hoffman, was obviously not pleased. Her publicist told the New York Post on Friday that "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."
Valentino's VP of communications, Mona Swanson, apologized in a statement, calling the press release "an innocent mistake."
"We sincerely regret releasing a photo to the media … of Amy Adams with a Valentino Bag," Swanson said. "We were not aware the photograph was taken while she was attending the wake of Philip Seymour Hoffman. It was an innocent mistake and we apologise to Ms Adams who was not aware, or a part of, our PR efforts."
The company also tweeted an apology:
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