Using conceptual art to sell handbags: did they ask John Baldessari, or did they just do it?

This ad appears in women’s magazines today. It promotes leather goods by a manufacturer in Fano, Italy. Anybody who is even remotely familiar with the conceptual art of the last forty years will recognize the imprint of the artist John Baldessari.
So the question is: did they think it was a cool look and just pay homage to it? Or was Baldessari himself involved or informed in any way? and if so, why not acknowledge it?