The fashion house Valentino has apologised for touting in an email blast to journalists that one of their pricey bags was carried by actor Amy Adams as she stepped from a car at the wake of Philip Seymour Hoffman.
The promotional email sent on Friday included two photos of Adams outside the Thursday wake in New York City.
Soon after sending the email, Valentino said in a statement that the company didn't realise the photos were snapped at the gathering of loved ones for Hoffman, who was found dead last Sunday after an apparent heroin overdose in his apartment.
Hoffman, 46, co-starred with Adams in The Master and both his wake and funeral the next day, were attended by numerous celebrities, including Adams.
"We sincerely regret releasing a photo to the media ... of Amy Adams with a Valentino Bag," said the regretful statement signed by Mona Swanson, vice-president of communications for Valentino USA.
"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 New York Post splashed the image of the actor with the Valentino bag and a sad expression all over its front page on Saturday with the headline "Dead Carpet" after putting up the gaffe online, apparently prompting the apology.
The Daily News included the image of Adams with the red, $US2500 ($A2797.67) bag in a two-page spread inside the paper.
