In an era where AI visuals are becoming indistinguishable from real imagery, luxury houses are reminding us of the irrefutable power of human touch. Through marketing campaigns that put handmade artistry at the centre, luxury houses are leading a quiet rebellion against generative visuals.
From Hermès’ collaboration with Sarah Martinon to Chanel tapping Jisu Choi for special illustrations, here are the campaigns that were driven by handmade art.
Loewe’s 180th Anniversary Campaign
Loewe collaborated with artist Joanna Blemont to narrate the 180-year-long legacy of the maison through 2000 illustrated watercolour paintings created by a team of 10 artists. The visuals demonstrate the journey from 1846, traversing the house’s monumental events and archival discoveries through the years. The campaign is powerful in its use of handmade art that makes the storytelling more immersive as well as emotional for the audience.
Hermès Creative Collaborations
Hermès has always spotlighted hand-painted illustrations and animations, collaborating with numerous independent artists across various campaigns. A standout recent collaboration spotlights artist and graphic designer Sarah Martinon, who created a series of hand-drawn illustrations for the house’s website as an entry into the home objects section. Armand Beraud then transformed Martinon’s lively visuals into immersive animation. One of the house’s most recent creative collaborations featured South Korean artist Oyow for another compelling illustration.
Burberry Reimagining Its House Codes
Art becomes truly compelling when it transcends the medium, and Burberry demonstrates this through its collaboration with artist Ruaidhri Ryan, who takes the house’s iconic House Check off the fabric, turning it into a physical mosaic artwork. The house most recently collaborated with ceramic artist and animator Julia Fernandez to create a hand-painted ceramic rendition of one of its oldest house codes. These collaborations highlight the nuanced visual depth brought by handmade art, offering a more tactile feel in an increasingly automated world.
Chanel Métiers d’Art 2026 in Seoul
For the house’s Métiers d’Art 2026 collection showcase in Seoul, the brand collaborated with illustrator Jisu Choi. The animated visuals put Chanel right in the middle of the Seoul skyline, announcing a cultural arrival. Choi’s art was especially compelling for its imaginative visuals that served as a prelude to Matthieu Blazey’s collection.
These collaborations were not focused on the result but rather on the discipline it takes to bring an idea to life. What could’ve been a simple AI prompt was challenged by real human thought and endurance to create unique and incomparable visual stories.
