Borrowing the strategy of a commercial perfume launch, Francesco Vezzoli (born 1971) created a signature perfume called "Greed" and commissioned Roman Polanski to direct a 60-second commercial starring Natalie Portman and Michelle Williams. A series of needlework portraits of women in art history--Tamara de Lempicka, Eva Hesse, Leonor Fini--presented them as endorsers of the perfume.