Francesco Vezzoli has been an important part of MOCA’s history. His work A Love Trilogy: Self-Portrait with Marisa Berenson as Edith Piaf (1999) is included in the museum’s permanent collection, and in 2009, a new performance work conceived by Vezzoli was presented for the first and only time at MOCA’s celebrated 30th anniversary gala. The work, a version of Diaghilev’s Ballets Russes, entitled Ballets Russes Italian Style (The Shortest Musical You Will Never See Again), starred Lady Gaga and dancers from the Bolshoi Ballet performing the world premiere of Speechless.

Vezzoli’s work GREED, A New Fragrance by Francesco Vezzoli (2009) replicates the strategy and aesthetics of a commercial perfume launch. Greed’s label features Vezzoli in drag, photographed by Francesco Scavullo. The bottle of perfume is accompanied by a 60-second commercial for the perfume, directed by Academy Award-winning director Roman Polanski and starring Oscar-nominated actors 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.

The 60-second commercial, GREED, A New Fragrance by Francesco Vezzoli (2009) is a generous proposed gift of the artist to MOCA.

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