The Monet-Mitchell show, which is on display at the Vuitton Foundation through February 27. Two Claude Monet works are on the left and right, and an artwork by American artist Joan Mitchell is in the middle. Joan Mitchell, AFP, and Joel Saget
In images shot for the leather goods company, paintings by the American artist that are on display at the Louis-Vuitton Foundation can be seen.
Luxury leather goods manufacturer Louis Vuitton arranged for actress Léa Seydoux to take a photo in front of three paintings by American artist Joan Mitchell that are presently on display at the Louis-Vuitton Foundation in order to promote one of its products. Early in February, the global digital and print promotion was launched on social media, on billboards, and in a number of magazines. However, the heirs of the artist, who passed away in 1992, would not have approved the use of Joan Mitchell’s works in an advertisement, according to a February 21 New York Times and France Inter story.
The Joan Mitchell Foundation (JMF), which is in charge of overseeing the artist’s rights, informed the NOW that it had formally informed the brand not to use “fraudulent” works. She faults the high-end company for the “Reproduction and use of Joan Mitchell’s works is prohibited and unlawful.
In a meeting with the New York Times
The JMF’s president, Christa Blatchford, says that she was contacted by the upscale company. The New York Times reports that “the email emphasized that the request to use Joan Mitchell’s paintings came from Bernard Arnault himself and that the billionaire was willing to donate to the Joan Mitchell Foundation.” The president of the foundation did not follow up on this proposal, according to the newspaper.
But at the start of February, a worldwide effort is started. There is a painting with Joan Mitchell’s signature but no indication of the artist or his representatives. According to the NOW, the photographs were taken inside the Louis-Vuitton Foundation and show details of the works of art La Grande Vallée XIV (For a Little While), a triptych from 1983, Quatuor II for Betsy Jolas from 1976, and Edrita Fried from 1981.
The Joan Mitchell Foundation, according to NOW, justifies its decision by citing its long-standing stance that artwork images should only be used for educational reasons “. According to a press statement from the Foundation, Joan Mitchell’s heirs are requesting that the advertising campaign be stopped under threat of legal action. When approached by AFP, Louis Vuitton representatives declined to comment. The advertising campaign no longer shows on social networks or the company website.