Fashion house Valentino apologized in a statement this weekend for using actress Amy Adams' picture, which was taken at acclaimed actor Philip Seymour Hoffman’s wake on Thursday, to promote a handbag.

According to reports, Valentino had sent out a promotional email after they received pictures of Adams carrying a Valentino bag at Hoffman’s wake. The email read: “We are pleased to announce Amy Adams carrying the Valentino Garavani Rockstud Duble bag from the Spring/Summer 2014 collection on Feb.6 in New York.” However, the company's use of Adams' picture to promote the bag and the fashion brand struck controversy soon as it was revealed that Adams' picture was snapped at the actor's funeral.

Valentino reportedly issued an apology through a statement that read: “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.” The statement was reportedly signed by Mona Swanson, vice president of communications for Valentino USA.

According to reports, a representative for Adams said 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.”

The fashion brand also apologized via Twitter stating: “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.”

Adams worked with Hoffman in several movies including “The Master,” “Doubt,” and “Charlie Wilson’s War” in 2007. Hoffman was also supposed to direct Adams in the Prohibition-era drama “Ezekiel Moss,” this year.