this is provenance

Provenance. Why does it

matter to us?

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Imagery of the artisanal reflects not only commercial reality but also the dreams of ‘solidity’, ‘anchorage’ and ‘certainty’ which have immense appeal in a working world that is anything but.

Photography of small or family businesses also signals ‘trust’ and wider values such as ‘sustainability’ and the notion of something being passed down generations. Like the handmade, these images speak the language of provenance — we know where this product comes from.

This type of imagery also signals a kind of ecology of business, of interdependency, of craft.

Sitting at the opposite end of the size spectrum to the global corporate brands, craft business is very much anchored to location and an understanding of locality, small moments and details that emotionally captures the viewer.

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In this series of shoots we are reminded of the importance of the craft

of the photographer in capturing the detail,

location and real moments, that communicate emotion and trust.

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Each environment is furnished with unfamiliar objects — what they mean is part of the secret craft

of the maker. They’re intimate, full of the signs of making, of the textures and materials that furnish the world of the ‘maker’.

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A new set of values is emerging that prizes the

local and the hand-crafted over the homogenous and

the manufactured. The new premium food is ethically

sourced and grown by the smallest producers in the most traditional

and artisanal way.

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There is a need to connect, to feel part of something

larger than ourselves. It’s a revolution of belonging.

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There is emotional significance in the small moments, in the detail.

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Photographer:Monty RakusenArt Director:Lee WheatleyLocation:North Yorkshire, United Kingdom

Photographer:Monty RakusenArt Director:Lee WheatleyLocation:North Yorkshire, United Kingdom

Photographer:Uwe UmstaetterArt Director:Siri VorbeckLocation: Mannheim, Germany

Photographer:FancyArt Director:Lisa CureskyLocation:United States

Photographer:Sofie DelauwArt Director:Tom LaybourneLocation:Florence, Italy

Photographer:Chad SpringerArt Director:Christina DittmarLocation:New York, United States

Photographer:BlendArt Director:Lisa Curesky

Photographer:Les & Dave JacobsArt Director:Ashley JouharLocation:Whissendine, Rutland, UK

Photographer:Wonwoo LeeArt Director:Lisa CureskyLocation:Portland, United States

Photographer:Zero CreativesArt Director:Tom LaybourneLocation:Cape Town, SA

Photographer:Hero ImagesArt Director:Lisa Curesky

Photographer:Rimagine Group LimitedArt Director:Lisa CureskyLocation:Shanghai, China

Photographer:Janie AireyArt Director:Sarah PerkinsLocation:London, United Kingdom

Photographer:Elke MeitzelArt Director:Siri VorbeckLocation: Melbourne, Australia

Photographer:Raphye AlexiusArt Director:Christina DittmarLocation:Monroe, United States

Photographer:Stefano GileraArt Director:Tom LaybourneLocation:Val di funes, Italy

Photographer:Sigrid GombertArt Director:Lee WheatleyLocation:Freiburg, Germany

Photographer:Hero ImagesArt Director:Lisa Curesky

Photographer:Sofie DelauwArt Director:Tom LaybourneLocation:Florence, Italy

Photographer:Hero ImagesArt Director:Lisa Curesky

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Photographer:Magdalena Niemczyk - ElanArtArt Director:Sarah PerkinsLocation:Saint-Lazare, Canada

Photographer:BlendArt Director:Lisa Curesky

Photographer:Henry DonaldArt Director:Ashley JouharLocation:Dorset, United Kingdom

Photographer:Kate BallisArt Director:Tom LaybourneLocation:Northcote, Australia

Photographer:Robin JamesArt Director:Tom LaybourneLocation:Cotswolds, United Kingdom

Photographer:Stefano GileraArt Director:Tom Laybourne

Photographer:MaskotArt Director:Lisa Curesky

Photographer:Sofie DelauwArt Director:Tom LaybourneLocation:Florence, Italy

Photographer:Sofie DelauwArt Director:Tom LaybourneLocation:Italy

Photographer:Sofie DelauwArt Director:Tom LaybourneLocation:Italy

Photographer:Stefano GileraArt Director:Tom Laybourne

Photographer:MaskotArt Director:Lisa CureskyLocation:Sweden

Photographer:Kate BallisArt Director:Tom LaybourneLocation:Northcote, Australia

Photographer:Magdalena Niemczyk - ElanArtArt Director:Sarah PerkinsLocation:Saint-Lazare, Canada

Photographer:Hero ImagesArt Director:Lisa Curesky

Photographer:Laura DossArt Director:Christina DittmarLocation:Los Angeles, United States

Photographer:Debby Lewis-HarrisonArt Director:Tom LaybourneLocation:London, United Kingdom

Photographer:FancyArt Director:Lisa CureskyLocation:Bavaria, Germany

Photographer:Kate BallisArt Director:Tom LaybourneLocation:Puerto Escondido, Mexico

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