Crafted premiumization: the rise of a heritage-based ecosystem

In recent years, the world of luxury has become increasingly exclusive and inaccessible. Its role is evolving into a more multi-dimensional one, giving space to new forms such as quiet luxury, pre-loved, upcycled products, and a growing focus on sustainability. Some brands, once part of the fast fashion world, are now occupying a more elevated, more premium position. Beyond these, however, there are numerous artisanal realities, rooted in high design, exceptional raw materials and their research, uniqueness, and a strong connection to local heritage, that are responding to consumer demand for accessibility combined with high quality, and are beginning to carve out a new space in the market. In their development, these brands have embraced three key pillars: storytelling, community, and experience. These elements represent the key for small, high-quality artisanal brands to evolve into true crafted brands of premiumization.