How to Leverage Craft Authentically | BoF CROSSROADS 2025

It’s been a complicated year for luxury. The sector was already grappling with slowing growth, then came American tariffs. But there’s a broader chill that’s hitting even the most established houses: the rise of consumer fatigue, and the perceived trivialisation of high-end fashion. Some brands have chosen to combat this disenchantment by doubling down on craft to highlight their connection to exclusive quality and cultivate emotional engagement. However, authentically leveraging craft and positioning it at the core of a fashion business is more complicated than it might seem. Carla Fernandez, the designer behind her namesake Mexico City-based brand, knows this all too well. She’s worked closely with Indigenous communities in her home country to preserve and elevate their traditional crafts, becoming an expert on the policies, strategies and relationships that an ethical craft-based business demands. Subscribe to BoF’s YouTube channel to never miss a video. CONNECT WITH THE BUSINESS OF FASHION: Web: https://www.businessoffashion.com Twitter: https://www.twitter.com/BoF Facebook: https://www.facebook.com/businessoffa... Instagram: https://www.instagram.com/BoF LinkedIn: https://www.linkedin.com/company/the-... Pinterest: https://www.pinterest.co.uk/fashionbu... Newsletter: https://www.businessoffashion.com/new... ABOUT THE BUSINESS OF FASHION: The Business of Fashion is a next-generation fashion media company conceived for today’s global and hyper-connected world.