The estate of U.S. artist Joan Mitchell has reportedly demanded Louis Vuitton pull an ad campaign after one of the world’s biggest luxury brands allegedly used images from her work without permission. The ads in question have appeared in print and online in France and the US in recent months.
The Joan Mitchell Foundation recently stated that it had sent a cease and desist notice to Louis Vuitton, the flagship brand of LVMH, the luxury conglomerate controlled by French billionaire Bernard Arnault.
Mitchell, an American artist best known for large-format abstract expressionist paintings and who spent the final part of her life in France, is at present the subject of a major exhibition alongside the works of impressionist master Claude Monet at the Louis Vuitton Foundation. The museum in Paris is the brainchild of Arnault, who is a major art collector, and supported by LVMH.
In accordance with its policy that Mitchell’s work can only be reproduced for educational purposes, the Mitchell Foundation said that late last year it had repeatedly denied Louis Vuitton permission to use the artist’s paintings in its promotional campaigns.
“It is a grave disappointment to [the Joan Mitchell Foundation] that Louis Vuitton has such disregard for the rights of an artist and would exploit her work for financial gain,” the foundation said, adding that it would pursue legal action if the campaign was not halted.
The Mitchell Foundation “has never licensed the artist’s works for use in commercial campaigns or for the promotion of other goods or services. Louis Vuitton subsequently reiterated the request which was denied several times,” it added.
The foundation claims the works were cropped and used in an advertising campaign, which features the French actress Léa Seydoux holding a Louis Vuitton Capucines bag that retails from about £5,000 and above.
The three paintings “La Grande Vallée XIV (For A Little While)” (1983), “Quatuor II for Betsy Jolas” (1976) and “Edrita Fried” (1981) are on display as part of the Mitchell-Monet exhibition. Mitchell’s estate claims the Louis Vuitton Foundation violated the terms of their agreement in allowing the works to be photographed and reproduced.
These claims from Mitchell’s foundation come as LVMH, with included brands Dior, Tiffany & Co and Givenchy, last month revealed that sales at Louis Vuitton last year surpassed the €20bn mark for the first time. The brand had doubled in size in four years.
Typically, a cease and desist letter is usually a warning that legal action may follow if the conduct in question is not addressed. It can also be drawn to the attention of the court in any ensuing litigation.
LVMH declined to comment.
