Craft, Not Craftwashing: Why Authenticity Matters in Design

Vogue Business recently reported that luxury brands are emphasizing craftsmanship as their most valuable currency. Think Bottega Veneta spotlighting artisans over celebrity endorsements. It’s a rejection of “craftwashing,” where brands use the language of authenticity without the substance to back it up.

I once worked with a small jewelry brand that was competing with mass-market retailers. Their pieces had imperfections because they were hand-cut, and they worried it didn’t look “professional.” Instead of hiding those marks, we highlighted them. We photographed the tools, the process, and even the maker’s hands. Customers responded to the honesty, and sales grew.

Design is not about polish, it’s about truth. When you highlight craftsmanship, you’re telling your audience, “We stand behind what we make.” It’s a more lasting differentiator than flashy campaigns that feel empty once the hype fades.

Consumers are savvy, and they can sense when brands fake authenticity. The real opportunity is to let the human element shine through your brand story. That’s where empathy and design intersect.

If you’d like to elevate your craft without masking what makes it real, contact me.