Louis Vuitton's 'Naeronambul'... Unauthorized Use of Artwork in Advertisement

Controversy Over Unauthorized Use of Three Joann Mitchell Works
Company Sensitive to Intellectual Property Rights Infringement

French luxury brand Louis Vuitton has been accused of unauthorized use of a modern art master's work in its advertisement.

The New York Times (NYT) reported on the 21st (local time) that the foundation managing the works of American Abstract Expressionist painter Joan Mitchell recently sent a cease-and-desist letter to Louis Vuitton headquarters. This foundation is a nonprofit organization that has managed Mitchell's works since her death in 1992.

Louis Vuitton's advertisement featuring the artwork of Joan Mitchell [Image source: Screenshot from The New York Times website]

According to the foundation, Mitchell's painting was plagiarized in Louis Vuitton's advertisement for the 'Capucines BB' bag, which appeared in the New York Times on the 12th. A model poses with the Capucines BB bag against the background of Mitchell's 1983 work 'Grande Ballet 14.'

The foundation stated, "Louis Vuitton repeatedly requested to use Mitchell's work in the handbag advertisement, but we refused based on our policy that Mitchell's works are only used for educational purposes. However, Louis Vuitton used at least three of Mitchell's works in advertisements without permission." They warned that if all advertisements using Mitchell's works are not stopped within three days, they will initiate legal action for Louis Vuitton's copyright infringement.

Joan Mitchell's 1983 work 'La Grande Val? XIV'. The Mitchell Foundation claimed that Louis Vuitton used part of this painting without permission.
[Image source=Captured from The New York Times]

It is reported that the idea to use Mitchell's works in the advertisement came from Bernard Arnault, chairman of Louis Vuitton Mo?t Hennessy (LVMH). "Chairman Arnault wants to use Mitchell's works. The chairman planned to donate to the foundation," but after being rejected, they used the works as the background in the advertisement photos without permission.

Louis Vuitton is known for its sensitive response to intellectual property infringement. In 2017 alone, it took more than 38,000 legal actions worldwide. In South Korea, in 2016, it also filed a trademark infringement lawsuit against a chicken restaurant using the name 'Louis Vuitton Dak (LOUIS VUITON DAK)' and obtained a forced execution fee of 14.5 million won.