Luxury Brands lean into handcrafted art, artists say
Prada released a 2026 holiday campaign featuring hand‑drawn animation created with Disney animator John Pomeroy. The teaser shows pencil sketches coming to life, highlighting the skill of analog drawing. The campaign positions the brand as valuing traditional craftsmanship.
Key points
- Prada launched hand‑drawn animation campaign with Disney animator John Pomeroy
- Hermès commissioned miniature wooden replica from Thibaut Malet
- Brands tag artists to emphasize authenticity and counter AI content
Other luxury houses such as Hermès and Anthropologie have followed suit. Hermès hired French woodworker Thibaut Malet to build a miniature wooden replica of its flagship store, while Anthropologie shared a stop‑motion film by Alina Golovlova. Both projects were promoted on social media with artist tags to emphasize authenticity.
The response online has been largely positive, with users praising the human‑made quality and criticizing AI‑generated content. Artists report that their work is now appreciated more than in previous years, and brands see the strategy as a way to differentiate from the flood of AI‑produced imagery. The trend suggests that handcrafted art may become a luxury marker as AI content becomes ubiquitous.
Brands lean into human creativity as handcrafted art becomes more of a luxury in the age of AI
nbcnews.com · 6 November 2026
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