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It was truly a “Vuitton goes to the beach” affair, lavish, upbeat but relaxed California-style and full of the brands’s top fans.

— Melissa Magsaysay

I agree with the LV part, however I have a slightly different opinion about American Psycho. IMHO you have to think from a brand manager’s perspective. Yes, you could say that if a dysfunctional character uses your brand that it’s worth noticing, but on the other hand your brand was used by a serial killer. I wouldn’t want to be associated with a serial killer, unless it’s Hannibal Lecter ;)

I really can not agree that product placement in the Bret Easton Ellis’ American Psycho throws a negative connotation at it. A certain product being mentioned even by the most disfunctional character would imply it was a brand worth noticing in their completely brand driven reality. That is an acheivement.

And to turn to the case of the lawsuit of the LVMH company against the artist:
The company decided for their LV brand to become such a powerful symbol of upper-class goods, that it became a meatphor for the upper class itself. Vice versa that also ment that the LV brand has the the siamese twin attached to it and that the immage can not be controlled entirely by the company. It was all done deliberately by the company for tons of positive side effects and multiplication factors without additinal marketing money spent. However this fabulous life out of control also has its negative side for the same lack of control over the brand. It is immature from a company with a brand so big that it roams freely, to whine about negative publicity. Negative publicity is inherent and it can be steered in brand’s favour.