Luxury, craft, creativity and innovation

Although often associated with the preservation of traditional craft skills, luxury is simultaneously linked to creativity and innovation in terms of new and technologically advanced goods. This chapter identifies how the timelessness of craftsmanship relates to creativity and innovation in the production of luxury branded goods from bespoke shoes and silk scarves to luxury cars. Drawing on relevant academic literature from the fields of craft, creativity, and innovation, together with the exploration of examples derived from secondary sources, the chapter sheds light on the connections and tensions between these three attributes of present-day luxury branded goods. The analysis presented provides insight into the varied and often complex connections between craft, creativity and innovation in the context of the production of luxury branded goods