Following heavy criticism, Gucci has apologised for warning Hong Kong shops not to sell paper offerings for the deceased that resembled the brand’s luxury products.

The parent company, Kering, said in a statement that it regretted any misunderstanding from the letters, sent to six shops across Hong Kong.

“Kering and Gucci would like to reiterate their utmost respect with regards to the funeral context.”

It is customary in Hong Kong and some parts of Asia to burn paper offering at funerals and during grave-sweeping festivals for deceased relatives to use in the afterlife.

Stores offer a range of paper offerings that include “hell money”, mansions, iPhones, cars and designer handbags.