I love art that is beautiful, but it doesn’t get any better than art as social commentary. Gagosian Gallery recently launched their newest exhibition, Greed: A New Fragrance by Francesco Vezzoli. Created by Francesco Vezzoli, Greed is a non-existent fragrance that mimics the launch of traditional fragrances – from the bottle to the “celebrity endorsements.” The “fragrance” is accompanied by a 60-second “commercial” directed by Roman Polanski and featuring Natalie Portman and Michelle Williams, Hollywood beauties that have never endorsed a fragrance. Greed also includes “print ads” featuring the likes of Frida Kahlo, Lee Miller, and Georgia O’Keefe endorsing the scent. Greed portrays the hype that surrounds the launch of luxury goods and calls into question where we place our values.
View the trailer below and the full length exclusively on Dazed Digital. Also check out a short interview with the artist on Wallpaper.
Marcel Duchamp’s Eau de Voilette – the piece that inspired Greed:
- You’re Invited to the HUDSON Fall 2011 Digital Premiere!
- John Galliano Creates His Own Fragrance
- Féérie by Van Cleef and Arpels
- The Scent of Departure Fragrances
- Kate Moss to Launch Fragrance with Coty