Valentino apologizes for untimely self-promotion

NEW YORK, Feb. 9 (UPI) -- Italian fashion firm Valentino has apologized twice for touting Amy Adams toting one of its handbags to the wake for Philip Seymour Hoffman in New York.

After the 39-year-old U.S. actress' representatives complained that Valentino's boast that Adams was seen sporting one of its handbags at her friend's wake this past week was "truly appalling," Valentino posted a message on Twitter saying it regretted releasing the photo, saying it was "unaware of the circumstances it was a mistake and we apologize to Ms. Adams," Entertainmentwise.com reported Saturday. Valentino spokeswoman Mona Swanson later sent another mea culpa: "We sincerely regret releasing a photo to the media this morning of Amy Adams with a Valentino bag. 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 apologize to Ms. Adams who was not aware, or a part of, our PR efforts."

ABC News reported Valentino publicist Upasna Khosla had sent out the offending promotional email that stated: "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."

Megan Moss ­Pachon, a spokeswoman for Adams issued a statement saying the actress "is not a paid spokesperson for Valentino, and the suggestion she would use this moment to participate in a promotion is truly appalling."

Adams co-starred with Hoffman, who died a week ago of a suspected drug overdose, in the 2012 film "The Master," "Doubt" in 2008 and "Charlie Wilson's War" in 2007.