Artisan donuts - Is 'artisan' the new 'luxury'?
Perhaps. I've recently noticed an incredible surge in the usage of this term, both in England and in Spain (see my photos). A friend of mine has even seen this phenomenon in France and Portugal. In a world where everything is mass-produced, hand-made becomes fashionable. Hipster-orientated establishments brew coffee through specially crafted filters, and give classes on detecting "fruity notes". The word "artisan" stretches across their awnings shading herb gardens destined to garnish vegan burgers.
While the setting is definitely contemporary, and the word itself may conjure images of a more humble, rural way of doing things, you can't deny that the personalized nature of these places suits the term. And yet, we're getting to the point where companies have picked up on the fact that when many people, myself included, see the term "artisan" outside a shop-front, their eyes light up. The term has seeped into the mainstream. Donut stands and sweet shops are now plastered with it, despite their manufacturing processes likely being quite production-line based indeed. From my perspective, "artisan" will soon follow the same path that "luxury" seemingly took, whereby it can be applied to everything without justification.