Gagosian Gallery is pleased to present GREED, A New Fragrance by Francesco Vezzoli, the artist’s latest work that replicates the strategy and aesthetics of a commercial perfume launch.
Just as Marcel Duchamp created Belle Haleine: Eau de Voilette in 1921 using a Rigaud perfume bottle with an altered label, Francesco Vezzoli has created a signature perfume for the contemporary moment. Greed’s label features Vezzoli in drag, photographed by Francesco Scavullo, where Duchamp appeared on his perfume bottle as Rrose Sélavy, photographed by Man Ray. The bottle of perfume is accompanied by a 60-second commercial for the perfume — directed by Roman Polanski and starring Natalie Portman and Michelle Williams — as well as a new series of needlework portraits of leading female figures in art history – including Tamara de Lempicka, Eva Hesse, Leonor Fini – as immortalized endorsements of Vezzoli’s fragrance.
Update: you can see the trailer here.