"Milan-based artist Francesco Vezzoli officially launches his new faux perfume, Greed, at Gagosian Gallery in Rome, Feb. 6-Mar. 21, 2009. Described as "a signature perfume for the contemporary moment," Greed is specifically modeled on Marcel Duchamp’s 1921 perfume Belle Haleine, and features on its label an image of Vezzoli in drag, photographed by Francesco Scavullo. A special 60-second commercial for the product, directed by Roman Polanski and starring Natalie Portman and Michele Williams, can be previewed here. www.gagosian.com/exhibitions/2009-02-06_greed-a-new-fragrance-by-francesco-vezzoli/#/videos/1/Greed, it should be noted, exists only as a concept; no actual perfume was produced."