The heirs of the painter Joan Mitchell demand the withdrawal of an advertising campaign

To promote one of its creations, luxury leather goods maker Louis Vuitton had Léa Seydoux pose in front of three paintings by American painter Joan Mitchell, currently exhibited at the Louis-Vuitton Foundation.

The global digital and print campaign was released on social media, on billboards and in numerous magazines in early February.

According to an article in the

published on February 21, and France Inter, the beneficiaries of the artist, who died in 1992, would however not have authorized the use of the works of Joan Mitchell in an advertisement.

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Responsible for managing the rights of the artist, the Joan Mitchell Foundation (JMF) explained to the

that it has put the brand on notice for the

use of the works.

She accuses the luxury brand of the “

”.

In an interview with the

, Christa Blatchford, president of the JMF, explains that she was approached by the luxury brand.

,

that the president of the foundation did not follow up on this proposal.

At the beginning of February, however, a worldwide campaign is launched.

A piece of painting signed Joan Mitchell appears there, without mentioning the artist or his assigns.

Taken within the Louis-Vuitton Foundation according to the

the photos would present details of the paintings

, a triptych from 1983,

, 1976, as well as

, 1981 .

According to the

the Joan Mitchell Foundation defends its choice by arguing a "

".

Joan Mitchell's heirs are asking for the advertising campaign to be withdrawn.

On social networks, as on its website, the advertising campaign no longer appears.