The Analysis of the Luxuryization of Intangible Cultural Heritage from the Perspective of Cultural Capital
Abstract
Background and Aim: In today’s globalized world, preserving Intangible Cultural Heritage (ICH) is critical for maintaining cultural diversity and heritage. This study examines the luxuryization of Intangible Cultural Heritage (ICH) through the lens of cultural capital theory, with a focus on how luxury brands, such as Chanel and Lalique, integrate traditional crafts into their business models. This research specifically seeks to evaluate whether luxury brands effectively support and sustain ICH while assessing potential risks, including cultural commodification. The aim is to assess whether economic capital derived from luxury goods can effectively sustain and protect cultural heritage, benefiting both ICH and brand prestige.
Materials and Methods: A qualitative case study approach, combined with content analysis, was used to explore the roles of economic, cultural, and social capital in preserving ICH. The selection of Chanel and Lalique as cases was based on their unique integration of ICH into their luxury products, providing distinct perspectives on cultural preservation. Bourdieu's cultural capital theory was applied to analyze how these luxury brands transform ICH into economic and social value while retaining cultural authenticity.
Results: Chanel and Lalique offer contrasting approaches to ICH preservation. Chanel’s substantial investment in traditional crafts is presented as a successful model, demonstrating how luxury brands can sustain ICH practices financially. Conversely, Lalique’s focus on high-end consumable products highlights limitations in maintaining cultural integrity within commercial contexts. Findings suggest that the luxury sector can provide significant support for ICH, but commercialization risks diluting cultural integrity.
Conclusion: In conclusion, luxuryization presents both opportunities and challenges for ICH preservation. Although luxury brands contribute financially to cultural preservation, potential risks include cultural commodification and dependency on market trends. Balancing cultural integrity with economic capital, this study suggests, is essential for sustainable ICH protection, with implications for policy strategies and brand practices in cultural preservation.
Article Details
How to Cite
Section
Articles
Copyright & License
Copyright (c) 2025 International Journal of Sociologies and Anthropologies Science Reviews
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright on any article in the International Journal of Sociologies and Anthropologies Science Reviews is retained by the author(s) under the under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License. Permission to use text, content, images, etc. of publication. Any user to read, download, copy, distribute, print, search, or link to the full texts of articles, crawl them for indexing, pass them as data to software, or use them for any other lawful purpose. But do not use it for commercial use or with the intent to benefit any business.
References
Alinaitwe, S. (2019). Adoption of information technology for safeguarding intangible cultural heritage by cultural institutions – A luxury or a necessity? A case of Western Uganda. Saudi Journal of Engineering and Technology, Mountains of the Moon University.
Bourdieu, P. (1995). Haute couture and haute culture. In Sociology in questions. London: Sage.
Bourdieu, P., & Delsaut, Y. (1975). Le couturier et sa griffe: Contribution à une théorie de la magie [The couturier and his signature: Contribution to a theory of magic]. Actes de la Recherche en Sciences Sociales, 1, Hiérarchie sociale des objets, 7–36.
Gestoso Singer, G. (2011). The importance of the intangible cultural heritage. University & Heritage - Unesco World Heritage Centre, Terrae Antiqvae.
Hayt, E. (2006). The hands that sew the sequins. New York Times.
Hong, Z.-Y. (2016). Naissance et renaissance de Chanel: une étude sur les méthodes de communication d’une marque de luxe. Master’s thesis, Fu Jen Catholic University.
Kumar, A. (2021). A legal tripartite for protecting TCEs: A step forward from the IP narrative. Journal of Intellectual Property Law & Practice, 16(10), 1157–1158.
Ma, Q. (2022). Integrating traditional ritual dance and minority culture of Western Hunan into dance instruction: Utilizing information technology to preserve China’s intangible heritage. Digital Scholarship in the Humanities, Institute of Humanities and Music, Hunan Vocational College of Science and Technology, Hunan, China, 1–12.
Meissner, M. (2017). The valuation of internal cultural heritage: Internal cultural heritage as cultural capital in sustainable development. Conference paper, Sharing Cultures, Brandenburg University of Technology, Brandenburg, Germany.
Oruc, P. (2022). Rethinking who ‘keeps’ heritage: 3D technology, repatriation and copyright. GRUR International, 71(12), 1138–1146.
Potter, R. (2020). Lesage & Lagerfeld 1983–2020: Patronage, preservation, paraffection. S.U.N.Y Fashion Institute of Technology.
Smith, E. L. (1981). The story of craft: The craftsman's role in society. Phaidon.
Yu, S. (2024). Montex. Retrieved October 6, 2024, from https://www.harpersbazaar.com/tw/fashion/trends/a46641132/montex/
Zhu, W. (2005). A non-economic interpretation of “capital.” Social Sciences, 6, 1-10.