The Analysis of the Luxuryization of Intangible Cultural Heritage from the Perspective of Cultural Capital

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.