The Joan Mitchell Foundation (JMF) has issued a statement demanding that luxury fashion house Louis Vuitton retracts its latest advertising campaign, which reportedly features at least three artworks by American artist Joan Mitchell. According to the statement, JMF refused the request from Louis Vuitton to use Mitchell’s works for commercial purposes in late 2022, in accordance with the foundation’s policy of using the images of the artist’s works only for educational purposes. However, Louis Vuitton allegedly proceeded with the campaign and used the artwork anyway, which is a violation of JMF’s agreement with the Foundation Louis Vuitton.
The statement from JMF noted that the works of art used in the campaign are currently on display at the Foundation Louis Vuitton in Paris. It expressed disappointment that the luxury fashion brand ignored Mitchell’s rights and exploited her work for financial gain. JMF has warned Louis Vuitton that if the brand does not withdraw its campaign and stop using Mitchell’s works, the foundation will pursue legal action against the fashion house.
LV Accused of Copying Cambodian Khmer Art
This is not the first time Louis Vuitton has been accused of copying art. Recently, Ebook Cambodia, a Cambodian news and media site, claimed that the iconic monogram design of LV is inspired by Cambodian Khmer art. The site posted a picture on Facebook comparing the LV monogram on a handbag to an old stone carving of a Cambodian Apsara dancer clad in a traditional sarong with flower patterns that resemble the LV monogram.
The post attracted a lot of attention and garnered thousands of reactions and shares. While some commenters linked the similarities to colonisation, others argued that the monogram was inspired by Japanese square flower motifs. The page did not explicitly accuse LV of copying Khmer art, but many commenters debunked the link between the brand and Cambodian heritage.
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Louis Vuitton is facing backlash for allegedly using Joan Mitchell’s artworks in its advertising campaign and for being accused of copying Cambodian Khmer art. As a brand with a massive global reach, LV should be more respectful and conscious of cultural and artistic sensitivities. It is essential for companies to appreciate the value of the intellectual property and the importance of recognising and respecting the artistic heritage of different cultures.
