Many were left open-mouthed by Valentino’s somewhat tasteless decision to use Philip Seymour Hoffman’s funeral as a potential promotional event for one of their handbags.
But no-one more so that the late actor’s friend and former co-star Amy Adams, who was pictured in the Italian fashion house’s emailed press release carrying one of their Garavani Rockstud Double models.
"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," a representative for the actress told The New York Post.
A publicist for Valentino echoed Adams’ sentiment, and clarified that the Oscar nominee had played no part in the poorly considered PR stunt.
Apologising on behalf of the brand, Mona Swanson told The Post: “We sincerely regret releasing a photo to the media this morning of Amy Adams with a Valentino bag.
Philip Seymour Hoffman 1967 - 2014
Philip Seymour Hoffman 1967 - 2014
A classic shot of Philip Seymour Hoffman as Capote, the role which earned him a Best Actor Academy Award in 2006
2/25 Scent Of A Woman
Hoffman played an affable school boy in 1992 film Scent Of A Woman
3/25 Boogie Nights
Philip Seymour Hoffman, Mark Wahlbergand JohnC Reilly in 'Boogie Nights', 1997
Philip Seymour Hoffman and Lara Flynn Boyle in 'Happiness', 1998
5/25 The Big Lebowski
Philip Seymour Hoffman and Jeff Bridges in 'The Big Lebowski', 1998
Dressed up to the nines in Flawless, 1999
7/25 The Talented Mr Ripley
Another career highlight for Hoffman, in 1999
Philip Seymour Hoffman stars as Phil Parma in 'Magnolia'. This was Paul Thomas Anderson's second film, 1999
9/25 Almost Famous
Philip Seymour Hoffman as Lester Bangs and Patrick Fugit as William Miller in 'Almost Famous', 2000
10/25 Punch Drunk
Hoffman poses in Punch Drunk Love, 2002
11/25 Owning Mahowny
Philip Seymour Hoffman in 'Owning Mahowny', 2003
Philip Seymour Hoffman portrays writer Truman Capote in a scene from the film, 'Capote'. The film looks at the author's journey into writing 'In Cold Blood', 2006
13/25 Mission Impossible III
Philip Seymour Hoffman stars in 'Mission Impossible III', 2006
14/25 Charlie Wilson's War
A scene from 'Charlie Wilson's War' with Tom Hanks as Charlie Wilson, left, and Philip Seymour Hoffman as Gust Avrakotos, right. The film follows Charlie Wilson, a congressman from Texas, who takes an interest in the situation in Afghanistan, 2007
15/25 The Savages
Philip Seymour Hoffman, left, and Laura Linney, right, are shown in this scene from the film 'The Savages'. The film centers on Jon and Wendy Savage and their broken relationship with their father, 2007
Philip Seymour Hoffman portrays Father Flynn, right, and Meryl Streep portrays Sister Aloysius in a scene from 'Doubt'. Streep plays Sister Aloysius who sets off on a personal mission to find out the truth about Father Flynn, 2008
As a man of the cloth, starring opposite Meryl Streep in Doubt, 2008
18/25 Synecdoche, New York
Philip Seymour Hoffman and Hope Davis in Charlie Kaufman's ambitious directorial debut 'Synecdoche, New York', 2008
19/25 'Jack Goes Boating'
Philip Seymour Hoffman makes his directorial debut as he stars alongside Amy Ryan in 'Jack Goes Boating', 2010
20/25 The Ides of March
Philip Seymour Hoffman, left, and Ryan Gosling are shown in a scene from 'The Ides of March', 2011
A truly versatile actor, Hoffman played a baseball coach opposite Brad Pitt in the Oscar-nominated Moneyball, 2011
22/25 The Master
Joaquin Phoenix, left, and Philip Seymour Hoffman in a scene from 'The Master'. The director, Paul Thomas Anderson, acknowledged that Hoffman's character was partially based on Church of Scientology founder L. Ron Hubbard, 2012
23/25 A Late Quartet
Philip Seymour Hoffman in the pleasing 'A Late Quartet', 2012
24/25 Death Of A Salesman
Philip Seymour Hoffman, left, and Andrew Garfield, right, take a curtain call at the Broadway opening night of 'Death Of A Salesman' at the Barrymore Theatre, 2012
25/25 The Hunger Games: Catching Fire
Philip Seymour Hoffman starring alongside Woody Harrelson in 'The Hunger Games: Catching Fire', 2013
"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."
Adams was one of several stars who turned out to the private ceremony in New York to pay their respects to Hoffman, who was found dead at his Greenwich Village apartment on Sunday 2 February after dying from a suspected drug overdose.
Cate Blanchett, Joaquin Phoenix, Meryl Streep, Justin Theroux and Michelle Williams also attended.
Last week, a man arrested in connection with the death of Philip Seymour Hoffman was revealed to be a session musician who played for Amy Winehouse, David Bowie and Mick Jagger in the past.
Saxophonist Robert Vineberg, 57, performed on the late singer’s best-selling record Frank in 2003.
Vinberg lives in the same apartment building where Hoffman is believed to have bought drugs.
He was arrested alongside Thomas Cushman, 48, DJ Max Rosenblum, 22, Rosenblum’s art student girlfriend, Juliana Luchkiw, who is also 22, in connection with the 350 bags of drugs New York police are thought to have found in Hoffman’s flat.