Friends, family and fellow members of the acting community attended Philip Seymour Hoffman's funeral in New York City this past Thursday.
But for brands Valentino and UGG Australia, the event was a business opportunity; the two companies reportedly sent promotional information along after Hoffman's wake.
The Italian fashion house's publicist released a statement to reporters and bloggers last week saying that actress Amy Adams was seen wearing a Valentino purse at the funeral.
"We are pleased to announce Amy Adams carrying the Valentino Garavany Rockstud Double bag from the spring/summer 2014 collection on Feb. 6 in New York," Valentino rep Upasna Khosla wrote.
But another spokesperson from the company quickly reneged the message, saying it was an "innocent mistake."
"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," Mona Swanson wrote to the New York Post.
UGG also cashed in on the mourning for the Big Lebowski actor by sending out their sheepskin boots to celebrities, in hopes they'd wear them for the cameras.
An unnamed source told the Post the brand gave out gifts "because they knew a ton of celebs were in New York City and the weather sucks."