Louis Vuitton accused of using paintings by Joan Mitchell without permission

The estate of American artist Joan Mitchell has demanded that Louis Vuitton retract a new advertising campaign that allegedly features at least three different works by Mitchell for the promotion of its commercial goods, according to a statement by the Joan Mitchell Foundation (JMF). 

The statement wrote that in late 2022, Louis Vuitton approached JMF to request permission to use works by Mitchell in an upcoming advertising campaign. JMF denied this request in writing " in accordance with its longstanding policy that images of the artist’s work be used only for educational purposes." It added that JMF has never licensed Mitchell's works for use in commercial campaigns or for the promotion of goods or services. 

The statement noted that Louis Vuitton subsequently reiterated the request which was denied several times.

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It went on to state that Louis Vuitton launched its campaign anyway and that it used three works of art from Mitchell. These are namely La Grande Vallée XIV (For A Little While) (1983), Quatuor II for Betsy Jolas (1976), and Edrita Fried (1981). These artworks are currently on display at the Fondation Louis Vuitton in Paris. "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 statement said. 

It added that it is a "grave disappointment" to JMF that Louis Vuitton would disregard the right of Mitchell and that they would "exploit her work for financial gain."

It concluded by stating that if Louis Vuitton does not pull its campaign and stop using Mitchell's work, JMF will pursue further legal action. 

MARKETING-INTERACTIVE has reached out to Louis Vuitton for a comment.

This is not the first time that Louis Vuitton has been in the news for copying art, Recently, Cambodian news and media site claims that Louis Vuitton’s iconic monogram design is inspired by the Cambodian Khmer art. The site, Ebook Cambodia, took to Facebook to post a picture comparing the LV monogram on a handbag against the old stone carving of a Cambodian Apsara dancer who is clad in a traditional sarong with flower patters that emulate the LV monogram.

 The translated caption of the Facebook post reads, “The LV brand. Sometimes you still can’t escape the art of ancient Khmer ancestors. A sculpture thousands of years old, but still with a sense of civilisation and timelessness. Khmer ancestors are amazing!”

The post attracted much attention, garnering around 12,000 reactions and 3,000 shares. The comments reflected two schools of thought, one linking the similarities to colonisation and the other arguing that the monogram was inspired by Japanese square flower motifs. Though the page was not explicitly insinuating that the French fashion house copied the Khmer, many commenters did not shy from debunking the link between the brand and Cambodian heritage.

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