26
R. Amarilla et al.
1 Sustainable Luxury, Craftsmanship and Handcrafted
Quality
1.1 Concepts and Thoughts
Within the framework of globalisation, both fashion and luxury are impoverishing cultural diversity and promoting the consumption of unsustainable clothes and
objects. Therefore, the wealth and local production of each region is replaced by
goods from other countries, which lack cultural representation. “Economic and cultural globalization, through its mechanisms of levelling life, consumption, and product recreation, has led over the past 25 years, to the destruction of national identity
in products to an overestimation of international brands” [17: 101].
Historically, luxury has been characterised by offering noble materials, celebrating
the handcrafted quality and cultural heritage to produce unique, timeless, long-lasting
objects. Given their great symbolic value, luxury objects were usually passed down
from generation to generation. Sustainable luxury attempts to go back to the roots of
luxury. It means going back to the thought over purchase, craftsmanship and noble
materials, respecting both the environment and the society. Consequently, it offers
an opportunity to recover, preserve and promote the cultural heritage of different
regions and communities.
While, at first, this can pose a paradox, sustainable luxury has the potential to
protect species and ancient traditions, as well as to enrich the diversity and cultural
heritage. “Sustainable luxury appears as a connective environment, where needs,
values, and cultures are collectively shared” [10: 16]. It is based on the creations
of artisans and masters, in order to spread knowledge which, otherwise, would be
forgotten and replaced by fast, economical and automated production methods. Thus,
artisans create unique pieces that evidence handcrafted quality, technical skill and
high symbolic value.
According to Dresner [8], sustainability has a cultural dimension in addition to
environmental, economic and social dimensions. While, broadly speaking, it could
be regarded as part of the social dimension, it certainly requires special attention
in cases such as the sustainable luxury sector. According to Na and Lambling [18],
“For sustainable luxury craft, the ecological dimension refers to the materials and
methods of craft-making that minimally impact the environment. The economic
dimension relates to all aspects that keep craft businesses and entrepreneurs viable
and healthy. The cultural and social dimensions reflect the sustaining elements that
keep the values, traditions, and social exchanges of craft alive” [18].
Based on the above, Gardetti points out that “Sustainable luxury would not only be
the vehicle for more respect for the environment and social development, but it will
also be synonym of culture, art and innovation of different nationalities, maintaining
the legacy of local craftsmanship” [11]. Sustainable luxury acts as a bridge between
remote communities—with their truly forgotten or unknown wisdom—and the global
market to revalue the craft production of these communities.
R. Amarilla et al.
1 Sustainable Luxury, Craftsmanship and Handcrafted
Quality
1.1 Concepts and Thoughts
Within the framework of globalisation, both fashion and luxury are impoverishing cultural diversity and promoting the consumption of unsustainable clothes and
objects. Therefore, the wealth and local production of each region is replaced by
goods from other countries, which lack cultural representation. “Economic and cultural globalization, through its mechanisms of levelling life, consumption, and product recreation, has led over the past 25 years, to the destruction of national identity
in products to an overestimation of international brands” [17: 101].
Historically, luxury has been characterised by offering noble materials, celebrating
the handcrafted quality and cultural heritage to produce unique, timeless, long-lasting
objects. Given their great symbolic value, luxury objects were usually passed down
from generation to generation. Sustainable luxury attempts to go back to the roots of
luxury. It means going back to the thought over purchase, craftsmanship and noble
materials, respecting both the environment and the society. Consequently, it offers
an opportunity to recover, preserve and promote the cultural heritage of different
regions and communities.
While, at first, this can pose a paradox, sustainable luxury has the potential to
protect species and ancient traditions, as well as to enrich the diversity and cultural
heritage. “Sustainable luxury appears as a connective environment, where needs,
values, and cultures are collectively shared” [10: 16]. It is based on the creations
of artisans and masters, in order to spread knowledge which, otherwise, would be
forgotten and replaced by fast, economical and automated production methods. Thus,
artisans create unique pieces that evidence handcrafted quality, technical skill and
high symbolic value.
According to Dresner [8], sustainability has a cultural dimension in addition to
environmental, economic and social dimensions. While, broadly speaking, it could
be regarded as part of the social dimension, it certainly requires special attention
in cases such as the sustainable luxury sector. According to Na and Lambling [18],
“For sustainable luxury craft, the ecological dimension refers to the materials and
methods of craft-making that minimally impact the environment. The economic
dimension relates to all aspects that keep craft businesses and entrepreneurs viable
and healthy. The cultural and social dimensions reflect the sustaining elements that
keep the values, traditions, and social exchanges of craft alive” [18].
Based on the above, Gardetti points out that “Sustainable luxury would not only be
the vehicle for more respect for the environment and social development, but it will
also be synonym of culture, art and innovation of different nationalities, maintaining
the legacy of local craftsmanship” [11]. Sustainable luxury acts as a bridge between
remote communities—with their truly forgotten or unknown wisdom—and the global
market to revalue the craft production of these communities.