Asking a star who they are wearing is commonplace at an award show or premiere - but totally unacceptable at a funeral.
However, after Philip Seymour Hoffman's friends, family and co-stars paid their respects to the late actor at both a Thursday night wake and then Friday's funeral, top name design houses quickly used the events to promote their collections.
The funeral fashions of Hollywood stars such as Hoffman's Doubt co-star Amy Adams -- who attended the private memorial on Thursday evening in Manhattan -- were then included in press releases sent out to leading style editors.
"We are pleased to announce Amy Adams carrying the Valentino Garavani Rockstud Duble bag from the Spring/Summer 2014 collection on February 6th in New York," read a statement from Valentino that went out on the following morning.
Other insensitive labels, such as Ugg Australia, reportedly sent cold weather swag to friends of the Capote star who they assumed would visit New York City for the funeral, reported the New York Post.
Among the Hollywood stars who attended Hoffman's funeral on the Upper East Side on Friday were Meryl Streep, Cate Blanchett, Julianne Moore, Adams, Ethan Hawke, Michelle Williams, Joaquin Phoenix, Ellen Burstyn, Spike Lee, John Slattery and Mike Nichols.
Others, including Adams, Blanchett and Heath Ledger's former longtime partner, Williams, also went to a private wake the night before at the Frank E. Campbell Funeral Chapel on Manhattan's Upper East Side -- which has also hosted services for Jacqueline Kennedy Onassis and James Cagney.
The highly acclaimed actor was found dead of an apparent drug overdose on Feb. 2 on the bathroom floor of his West Village apartment.
"We sincerely regret releasing a photo to the media ... of Amy Adams with a Valentino Bag," read a statement from Mona Swanson, vp of communications for Valentino USA, to The Associated Press. "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."