Valentino was the latest brand to discover that there is a time and place to promote their goods, and during a wake simply isn't one of them.
On Thursday (Feb. 6), a publicist for the fashion house blasted out photos of Amy Adams carrying one of their bags as she paid respect to Philip Seymour Hoffman at the actor's wake.
“We are pleased to announce Amy Adams carrying the Valentino Garavany [sic] Rockstud Duble [sic] bag from the Spring/Summer 2014 collection on Feb. 6 in New York,” wrote Valentino's celebrity relations manager Upasna Khosla in a mass email to the media.
It's a move that Adam's rep deemed "appalling," telling Page Six, "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."
Another rep for Valentino has since issued an apology and reiterated that Adams played no role in the brand's poorly-timed attempt for promotion.
"We sincerely regret releasing a photo to the media this morning of Amy Adams with a Valentino bag," Valentino rep Mona Swanson said in a statement to Page Six. "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."
While Valentino brushes the incident off as an "innocent mistake," the company joins the ranks of brands lacking sensitivity, including SpaghettiOs and AT&T, who drew heavy criticism for choosing Pearl Harbor and 9/11 memorials as promotional moments.