Louis Vuitton illegally uses three works by the American painter. The beneficiaries have put the luxury brand in notice, by castigating its “contempt” for the law of artists.
by Nicole Vulser
The last international advertising campaign of Louis Vuitton to promote handbags sparked a war with the beneficiaries of Joan Mitchell, a great figure of American abstract expressionism (1925-1992). On the incriminated posters, actress Léa Seydoux poses in front of three works: the large XIV valley (For a Little While) (1983), Quartet II For Betsy Jolas (1976) and Edrita Fried (1981). These canvases are presented at the Louis Vuitton Foundation until February 27, as part of the exhibition “Monet-Mitchell”. For the Joan Mitchell Foundation (JMF), responsible for the artist’s moral law, this campaign is illegal.
The JMF sent, Tuesday, February 21, “a formal notice to Louis Vuitton Malletier, demanding that the company immediately withdraws its printed and digital advertising campaign which reproduces and uses illegally at least three works by artist Joan Mitchell for the promotion of its commercial goods “.
At the end of 2022, the luxury brand had asked the JMF for the first time to use the artist’s paintings as part of a future advertising campaign. Indeed, even if two of the paintings belong to the National Museum of Modern Art of the Center Pompidou – Quartet II for Betsy Jolas and the large XIV valley (for a Little While) -, the JMF must give its agreement for any commercial use of the works . Whether or not they are in his own collection, as is Edrita Fried.
Declined offer
Now the JMF had then clearly refused this request “in writing, in accordance with its policy, according to which the images of the artist’s works must be used only for educational purposes”, believing that the work of Joan Mitchell had absolutely nothing to do with the trade in a range of handbags sold at least 5,500 euros each.