VALENTINO’S MEA CULPA: Call it proof of the dangers of overeager product promotion. On Friday, Valentino put out a press release publicizing the fact that Amy Adams was carrying one of its handbags, the Valentino Garavani Rockstud Double Bag. The release included a photo. The problem? The photo was taken as Adams attended the memorial service of actor Philip Seymour Hoffman in New York.

The move ignited a trove of tweets decrying how tasteless and callous the Italian fashion house was for sending out the e-mail blast.

This story first appeared in the February 8, 2014 issue of WWD. Subscribe Today.

Adams’ representative even called the situation “truly appalling,” according to the New York Post.

By late afternoon, the fashion house was in full damage control, with a Valentino spokeswoman claiming the company wasn’t aware of Adams’ whereabouts when the photo was snapped. The image had been pulled as part of the company’s daily e-mail blast, which is a common practice among fashion p.r. agencies.

“We sincerely regret releasing a photo to the media this morning of Amy Adams with a Valentino Bag,” the company said late Friday. “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 p.r. efforts.”

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