JPQL ORDER BY clause with parameter

I'm trying to write a JPQL Query with an ORDER BY clause:

query = "SELECT c FROM item ORDER BY c.name ASC"

I would like to set an "order" parameter, whose value would be either "ASC" or "DESC":

query = "SELECT c FROM item ORDER BY c.name :order"

And then in my implementation:

query.setParameter("order", "ASC");

This is when I get an Hibernate error:

org.hibernate.HibernateException: Errors in named queries

Any idea on what I'm doing wrong? Thanks!