The Human Touch: Unlocking the Magic of Artisans
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The Human Touch: Unlocking the Magic of Artisans
The Rise of the Handmade Goods Economy
In a world that often feels monotonous and uniform, there is an undeniable allure and importance to artisan work. Artisan craftsmanship celebrates originality, creativity, experimentation, and the mastery of traditional techniques. In today's fashion industry, a fascinating divergence is taking place between artisans and an unexpected contender: memes. Ana Andjelic recently highlighted this dichotomy, emphasizing the lasting value that artisans can bring to the table.
In Andjelic’s analysis, some segments of the fashion industry are exemplifying the artisan's approach, characterized by meticulous attention to detail, limited editions, and the incorporation of specific brand elements. On the other hand, there is a newly introduced meme approach that capitalizes on season-to-season trends by relying on viral advertising and social media buzz to drive sales through attention-grabbing stunts and unexpected celebrity endorsements that can convert into memes.
The intriguing case of Doja Cat and Oscar de la Renta at the Met Gala demonstrates how these two worlds intersect, with both meme and artisan elements.
Another example of social media buzz value is from this Coperni show with robots to get our attention —
The closing statement to Andjelic’s article is thought-provoking (bold added) —
It is easy [to see] Hermès or Chanel replicating [Angelina] Jolie’s model with a global branded network of Hermès or Chanel artisans; it is equally easy to imagine Gucci, LV, Coperni and others doubling down on meme marketing. Both models generate economic value; only one of them also creates social, cultural and ecological values.
This is the point Andjelic is making: while both fashion approaches make money (and the memes can also be interesting and funny), only the artisan approach has lasting value that we should protect and nurture.
What defines artisans?
The larger definition is a skilled craft worker who makes or creates material objects partly or entirely by hand. In the broader world of art, artisans create and form objects, such as sculptures, songs, paintings, designs, and much more.
In the fashion industry, artisans are those who create garments by hand, often rooted in tradition, heritage, and designed embellishments. Sometimes it’s a smaller fashion designer, creating a uniquely tailored garment by themselves. For a larger enterprise, it’s a brand with a seasonal line and artisans executing that vision with precision.
These artisans exemplify a commitment to preserving the artistry and heritage associated with fashion, ensuring that each piece is executed with precision and care.
Unlike mass-produced clothing, artisanal garments are not churned out by machines but are carefully crafted by hand. This labor-intensive process allows artisans to invest time and effort into every creation step, from selecting the finest materials to embellishing the garments with intricate details. Their craftsmanship extends beyond mere technical proficiency; it embodies a reverence for the art form itself.
The value of artisans to society
The United Nations has prized artisans as part of safeguarding cultural heritage. In 2003, due to the rise in globalization and a worldwide uptick in disregarding and destroying culture, a UNESCO convention was held on safeguarding the intangible cultural heritage of nations. The resulting text stated that this was needed in order to “enrich cultural diversity and human creativity.”
Areas of requested safeguarding included —
oral traditions and expressions, including language
performing arts
social practices, rituals, and festive events
knowledge and practices concerning nature and the universe
traditional craftsmanship
The Washein fashion brand in La Guajira, Columbia says —
The very existence of craftsmanship says a lot about who we are. The same way art and music [touches] our soul, is the way craftsmanship tells stories of creativity and of our constant striving for beauty. We abandon that at our peril.
Here are five examples of skilled artisans who make objects by hand and contribute to the culture plus make a living through their craftsmanship —
Not only do artisans safeguard culture, diversity, and creativity, but they also provide local business opportunities.
In Entrepreneur magazine, Jared Polites notes how there is a shift, especially by Millennials and Gen Z, toward artisan wares —
To create a sense of place and shared history — belonging
To slow the pace of unsustainable fast fashion — an environmental problem
To provide new economic opportunities at a local level — honoring culture and entrepreneurship
Why do artisans matter with encroaching AI
AI does not have a soul and cannot provide originality or heart. It operates based on algorithms, data processing, and machine learning models, which lack the human-like qualities and subjective decision-making inherent in artisanal work.
Artisan work, by contrast, requires true human expression, nuances, new creations, and even imperfection. Individuality is part of the work. Artisans are known for their ability to create unique and personalized pieces, often reflecting their own style, skill, and expertise. They possess a deep understanding of their craft and often incorporate their personal touch, intuition, and improvisation into their creations.
In the latest “Deadline Strike Talk” podcast with host Billy Ray, his chat with AI perfectly demonstrates why only humans are creative and can create art, while AI cannot (the AI chat starts at 3:10) —
As this AI chat demonstrates, it is up to us to continue valuing humans and art. You can’t have one without the other, which is why the UN convention was put into place. As long as we value artistic expression, human touch, and cultural preservation, artisans will always be with us.
Artisans as the way forward for Western economies
There is a shift happening in Western economies, particularly the U.S., toward artisan growth opportunities. Because of the shared values and storytelling that art and the artisan approach provides, there is a growing demand for handmade goods.
Research conducted in August 2022 found that —
88% of Americans were familiar with the phrase “farm to table”
50% called themselves “foodies”
83% preferred locally grown food
62% preferred goods that are handmade
60% would like to live in a small town filled with artisans
33% would like to start their own business as an artisan
75% preferred buying from a small shop owner
According to the Institute for the Future, “the coming decade will see economic transformation and the emergence of a new artisan economy. Many of the new artisans will be small and personal businesses – merchant craftspeople producing one-of-a-kind or limited runs of specialty goods for an increasingly large pool of customers seeking unique, customized, or niche products.”
Exploring the future of work. We tend to overestimate the effect of a technology in the short run and underestimate its effect in the long run. We see the law in action today—a lot of hype, a lot of hand-wringing—and a great need for a deeper understanding of the core building blocks underpinning the new generation of AI applications, their capabilities and limitations, as well as analysis of their long-term potential to re-shape work, education, and many aspects of our lives. (Institute for the Future, June 6, 2023)
Empowering artisans: Maria Grazia Chiuri's commitment to supporting craftsmanship through education. FashionNetwork.com recently had the opportunity to interview Maria Grazia Chiuri, the creative director of Dior, during the Cruise 2024 fashion show held in Mexico City. The interview provides a fascinating dive into Chiuri's creative process, as well as the perspectives of the artisans who collaborated with her. (FashionNetwork.com, May 23, 2023)
The Most Sustainable and Ethical Luxury Fashion Brands. Brands that rely on skilled artisans and traditional craft hold a significantly higher interest in not just preserving traditional customs and heritage, but also promoting sustainability by making handmade works that don’t require an entire factory to produce. (Ecocult, May 22, 2023)
Why Hermès, Gucci, Prada and Christian Dior have all tapped ateliers in India to do exquisite handwork for the catwalk. At a time when there are calls for the makers of high fashion to finally be given due credit and respect, some now believe that consumers should be told that some of the handwork seen on the world’s catwalks and red carpets passes through the deft hands of India’s most skilled embroiderers and artisans. (LinkedIn / The Business of Fashion, April 2023)
Text-to-Image Generators Have Altered the Digital Art Landscape—But Killed Creativity. Here’s Why an Era of A.I. Art Is Over — “In a sense, A.I. is becoming more like us—no longer able to see the world with an eye that complements or challenges us.” (Artnet, 6/20/23)