On Friday, Amy Adams carried a deep red Valentino bag to Philip Seymour Hoffman's funeral, and Valentino tried to capitalize on it.

"We are pleased to announce Amy Adams carrying the Valentino Garavany Rockstud Duble bag from Spring/Summer 2014 collection on Feb. 6 in New York," read the press release that was sent to journalists and bloggers.

USA Today entertainment reporter Donna Freydkin was the first to express her disappointment on Twitter, according to the LA Times. "Just got a press release naming the handbag Amy Adams as carrying while in NYC for PSH's funeral. #tasteless #ew," she said.

Of course, this backfired on the fashion label, whose press release misspelled the name of the brand. Mona Swanson, who is the vice president of communications for Valentino USA, released a statement saying: "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 honest mistake and we apologize to Ms Adams who was not aware, or a part of, our PR efforts"

Amy Adams' rep said that the actress "is not a paid spokesperson for Valentino, and the suggestion she would use this moment to participate in a promotion is truly appalling"

The immediacy of social media and the digital world have made brands too quick to promote their products, without first thinking of the repercussions.

In February 2011, fashion brand Kenneth Cole tweeted, "Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available..., according to Mashable. People, rightfully, responded by being upset that the brand could use the protests in Egypt as a marketing stunt.

The same happened when Celeb Boutique wondered if Aurora was trending on Twitter because of its Kim Kardashian-inspired dress after the movie theatre shooting near Denver.

The store went on to blame a foreign PR team for their faux pas.