The February 2026 issue of Vogue Greece [IG] is devoted to the ‘Art of Craft’, a luxury brand buzzword in today’s marketplace. And while the most overt examples of craft thrive in the rarified air of global luxury fashion ateliers, the concept seeps into the soil of artisan-created products worldwide.

Photographer Maria Magdalinou [IG] highlights craft-inspired fashion modeled across four covers by Anthi Fakidari, Esther Mastrogianni, Nassia Matsa, and Ros Georgiou. Nicholas Georgiou styled the fashion story with global and more local brands like Atelier Loukia, Bottega Veneta, Di Petsa, Dior, Loro Piana, noir kei ninomiya, Tod’s and more. / Hair by Christos Kallaniotis; makeup by Sophia Kossada

Closely aligned with ‘The Art of Craft’ is the world of the actual artisans and how they are represented by luxury brands, in particular.

For creatives like Pharrell Williams at Louis Vuitton Men; Maria Grazia Chiuri at Fendi, after almost a decade at Dior; and Ralph Lauren, artisans lie close to the core of brand identity for these three luxury ‘institutions’.

As Daniel Langer noted last week in Jing Daily [IG]:

Luxury is an infinite game, yet most brands are playing it wrong. To win, they must focus on narrative clarity, not just quality.

Langer continues with his observation that many luxury brands believe they are masters of storytelling. They are not. They are running advertising campaigns that create no genuine value for clients, while 90% of brands neglect their own storytelling. Those are big assertions.

Consider this viewpoint about brand storytelling being permanent. AOC assumes that Langer does see evolution of this one core value.

A profound difference separates these concepts. A campaign is transient. It changes with the season, the creative director, or the mood of the marketing department. Brand storytelling is permanent. It embodies the one core value, the singular idea a brand wants to be remembered for. It is a unique perspective.

Prada has done a superb job of creating a cultural presence in China, hosting many intellectual and artistic events promoting Chinese culture, visual artists, writers, filmmakers and more over many years now.

Who else is on that list in 2026? We are digging for the best examples.