After Amy Adams carried a new Valentino handbag to Philip Semour Hoffman's funeral on Friday, the fashion house issued a press release promoting the new purse, causing immediate backlash for its insensitive action.

The actress's rep issued a statement, pointing out that the star "is not a paid spokesperson for Valentino" and the suggestion she would try to promote the handbag at a colleague's memorial "truly appalling," according to E! News.

Valentino officials originally sent out a press release showing Adams holding the purse with the message: "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."

Company executives later apologized for the gaffe, saying in a statement, "We sincerely regret releasing a photo to the media this morning 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 apologize to Ms. Adams who was not aware, or a part of, our PR efforts."

Adams, 39, starred alongside Hoffman in the 2008 film "Doubt."