The organization has demanded the immediate withdrawal of the French luxury brand’s campaign.
The Joan Mitchell Foundation, which describes its purpose as cultivating the study and appreciation of Mitchell’s life and work, as well as supporting artists through grants and residencies, said Vuitton approached it several times starting late last year to request permission to use works by the artist in an upcoming advertising campaign. Mitchell died in 1992 at age 67.
In a video on the Vuitton website, the “No Time to Die” star is shown in a room with French painter Claude Monet’s “Water Lilies” paintings. “By permitting these works to be photographed for this purpose and in this manner, the Fondation Louis Vuitton is in violation of its agreement with JMF,” the Joan Mitchell Foundation said.
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