Жадность/Greed, a New Fragrance by Francesco Vezzoli (2009)

Inspired by Marcel Duchamp’s Belle Haleine: Eau de Violette (1921), Greed, a New Fragrance by Francesco Vezzoli advertises an empty bottle of perfume. The label portrays Vezzoli’s face in drag, photographed by Francesco Scavullo, where Duchamp appeared on his perfume bottle as Rrose Sélavy, photographed by Man Ray. In the video, directed by Roman Polanski and starring Michelle Williams and Natalie Portman, the artist reproduces the launch of a commercial product that does not exist for the purpose of pondering the ephemeral nature of contemporary media culture. Courtesy of MOCA – Museum Of Contemporary Art, Los Angeles