Today, Vogue Business published an analysis that leading luxury brands are shifting their focus to craftsmanship as a key element of their identity. Bottega Veneta's "Craft is Our Language" campaign, led by its new creative director Louise Trotter, highlights the handwork and skills of artisans, removing the focus on branding.
Brands are making new efforts in storytelling - projections, live demonstrations, and training - to regain customers' trust in quality and sustainability. Experts warn of the risk of "craftwashing" - when brands impart a craftsmanship image without true substance.
This emphasis on the authentic craft process is not just marketing, but a long-term investment in a reputation for authenticity and a lasting emotional connection with the consumer.