Sustainable Luxury, Craftsmanship and Vicuna Poncho
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while striving for a common, concurred goal, as explained by Grimes and Milgram
[13]: “Most artisans groups desire to preserve local values through their production.
They are not working solely to market products but also sustain deeply held beliefs
about their social relations and their relationships to the environment” ([13]).
Organised artisans are able to present their “savoir fair” and (ancient) culture in
the global market to become known. And sustainable luxury may be—and truly is—a
factor that would help artisans achieve deep market penetration.
According to Causey [1], a co-operative can only work and grow if it manages to
be represented and promoted in the global market [1].
Indigenous people who live in these regions regarded the vicuña as a sacred animal
and even though today there is no such belief, animals are truly respected in their
wild natural environment and the chaku is still celebrated. While the members of
Laguna Blanca community do not consider themselves aborigines, they maintain
their customs and, above all, respect their ancestors. Thanks to the creation of the
co-operative, they gather, share their wisdom and manage to broaden their horizons
and address their problems while strengthening their sense of belonging and values.
In this case, through the vicuña poncho, Cooperativa Laguna Blanca’s artisans
share their vision of the world, their rich history and, above all, they teach about
cultural value and tradition with a competitive object in the sustainable luxury sector.
And, precisely, consumers in this sector wish to go beyond the consumption of
standardised products. According to Stephen, sustainable luxury consumers look for
authenticity and pursue quality. “The international market for crafts is built on an
elite consumer ideology that contrasts manufactured, mass-produced, modern objects
with handmade, authentic, local crafts” [19].
Regarded as one of the world’s most exclusive fibres, vicuña wool is certainly a
luxury fibre. As it is a wild animal, its shearing—based on the ancient aboriginal
method that respects both the species and its origins—is considered sustainable. Not
only does this practice continue with the indigenous tradition, but it also enriches the
sustainable luxury universe, as it presents a history, a tradition, preserving culture
with a practice that comes from times immemorial.
5 Some Considerations and Conclusions
Sustainable luxury is recognised as a meeting point for traditions, cultures, values
and needs. It rescues and expands the cultural heritage of communities, enhancing
their history to share it with the world. Craftsmanship is at the heart of sustainable
luxury because artisans are the ones who add value to objects.
While today the poncho has become a popular garment found in many international collections, and—to a certain extent—losing its symbology, Laguna Blanca
artisans are the ones who add values, traditions and culture to this item. Handcrafted
ponchos woven in the Co-operative with the natural fibres sheared by its members
still retain their character and hallmark. According to Corcuera: “In the hands of this
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while striving for a common, concurred goal, as explained by Grimes and Milgram
[13]: “Most artisans groups desire to preserve local values through their production.
They are not working solely to market products but also sustain deeply held beliefs
about their social relations and their relationships to the environment” ([13]).
Organised artisans are able to present their “savoir fair” and (ancient) culture in
the global market to become known. And sustainable luxury may be—and truly is—a
factor that would help artisans achieve deep market penetration.
According to Causey [1], a co-operative can only work and grow if it manages to
be represented and promoted in the global market [1].
Indigenous people who live in these regions regarded the vicuña as a sacred animal
and even though today there is no such belief, animals are truly respected in their
wild natural environment and the chaku is still celebrated. While the members of
Laguna Blanca community do not consider themselves aborigines, they maintain
their customs and, above all, respect their ancestors. Thanks to the creation of the
co-operative, they gather, share their wisdom and manage to broaden their horizons
and address their problems while strengthening their sense of belonging and values.
In this case, through the vicuña poncho, Cooperativa Laguna Blanca’s artisans
share their vision of the world, their rich history and, above all, they teach about
cultural value and tradition with a competitive object in the sustainable luxury sector.
And, precisely, consumers in this sector wish to go beyond the consumption of
standardised products. According to Stephen, sustainable luxury consumers look for
authenticity and pursue quality. “The international market for crafts is built on an
elite consumer ideology that contrasts manufactured, mass-produced, modern objects
with handmade, authentic, local crafts” [19].
Regarded as one of the world’s most exclusive fibres, vicuña wool is certainly a
luxury fibre. As it is a wild animal, its shearing—based on the ancient aboriginal
method that respects both the species and its origins—is considered sustainable. Not
only does this practice continue with the indigenous tradition, but it also enriches the
sustainable luxury universe, as it presents a history, a tradition, preserving culture
with a practice that comes from times immemorial.
5 Some Considerations and Conclusions
Sustainable luxury is recognised as a meeting point for traditions, cultures, values
and needs. It rescues and expands the cultural heritage of communities, enhancing
their history to share it with the world. Craftsmanship is at the heart of sustainable
luxury because artisans are the ones who add value to objects.
While today the poncho has become a popular garment found in many international collections, and—to a certain extent—losing its symbology, Laguna Blanca
artisans are the ones who add values, traditions and culture to this item. Handcrafted
ponchos woven in the Co-operative with the natural fibres sheared by its members
still retain their character and hallmark. According to Corcuera: “In the hands of this