‘Dead carpet’: Fashion house’s PR fail

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Copy of cw Hoffman Wake AP Oscar-nominated actress Amy Adams and her fianc� Darren Le Gallo arrive at a wake for actor Philip Seymour Hoffman at the Frank E. Campbell Funeral Home on Manhattan's Upper East Side on February 6, 2014 in New York. Photo: Kathy Willens

The fashion house Valentino has apologised for touting in an email blast to journalists that one of their pricey bags was carried by Amy Adams as she stepped from a car at the wake of Philip Seymour Hoffman.

Much was made of the promotional email sent on Friday, complete with two photos of Adams outside the Thursday wake. Valentino said in a statement that quickly followed that the company didn't realise the photos were snapped at the sad gathering of loved ones for Hoffman, who was found dead February 2 of 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, Adams included.

“We sincerely regret releasing a photo to the media ... of Amy Adams with a Valentino Bag. 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,” said the regretful statement signed by Mona Swanson, vice president of communications for Valentino USA.

The New York Post splashed the Valentino-toting actress in sunglasses and a sad expression all over its front page 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, $2,500 bag in a two-page spread inside the paper. - Sapa-AP

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