Greed (2009)


vezzoli_greed1_bornunicornIn 2009 Roman Polanski directed the (fake) commercial for a (fake) perfume: Greed by Francesco Vezzoli. Michelle Williams and Natalie Portman are the stars of the short movie as two women literally fighting for Greed.

vezzoli_greedbottle_bornunicornThe centre of the art installation held at the Gagosian Gallery in Rome was the “perfume that doesn’t exist”, whose bottle has a peculiar story. Vezzoli took inspiration from Belle Haleine: Eau de Voilette, the fake perfume created by Marcel Duchamp in 1921 using a Rigaud perfume bottle. Duchamp appeared on the perfume bottle label as Rrose Sélavy, photographed by Man Ray and Vezzoli did the same, photographed by Francesco Scavullo.

Screenshot_20171005-213259.jpgThe advertising campaign featured portraits of famous female artists made of inkjet, wool, cotton, metallic embroidery and custom jewelry on brocade. Among them, Eva Hesse, Lee Miller, Frida Kahlo, Niki de Saint Phalle, Tamara de Lempicka and Georgia O’Keeffe.


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