Luxury Brands Invest in Craft Preservation Beyond Products

Luxury houses including Loewe, Bottega Veneta, Chanel, Hermès, Brunello Cucinelli, and LVMH are investing in craft preservation through prizes, schools, exhibitions, workshops, and mentorship programs. The LOEWE FOUNDATION Craft Prize, established in 2016, recognizes makers in ceramics, textiles, wood, metal, lacquer, and glass. Chanel's le19M in Paris houses specialist ateliers under one roof. Brunello Cucinelli is restoring Solomeo in Umbria with schools and cultural programs. Hermès runs the Manufacto program, Prada Group has an academy, and LVMH operates the Institut des Métiers d'Excellence. Bottega Veneta's Bottega for Bottegas initiative highlights independent Italian workshops. These efforts address the decline of traditional trades and the need to sustain craft communities.