Wind once more sweeps through the air
In the suburbs of Lyon, a business revolution has been brewing since the 2003 heatwave. Vera Pilo, a pioneer in the fan creation industry, launched her fan business, catering to a growing demand for both practicality and style.
The popularity of handmade fans as fashion accessories and luxury collectibles is on the rise, reflected in increasing sales, production, and brand recognition. Market data from 2025 shows a significant global surge in interest for foldable paper fans, particularly linked to summer heatwaves and cultural festivals in Asia-Pacific.
Sales growth and consumer demand are key factors driving this trend. Search interest and sales for various types of fans, including foldable paper fans, decorative fans for women, and large clacking fans, have notably grown. Amazon and Google Trends document a sharp interest spike in mid-2025, indicating growing consumer demand for lightweight, fashionable, and culturally relevant designs.
The market also emphasises sustainability and craftsmanship, with makers using eco-conscious materials. The market projects a compound annual growth rate (CAGR) between 5% and 8.5% through 2033, driven by ongoing consumer preference for personalised and artisanal products.
Handmade fans increasingly serve as exclusive fashion accessories that complement vintage, streetwear, and sustainable fashion trends popular in 2025. Consumers value unique, artisanal items that add a personal touch to wardrobes, aligning with vintage and sustainable fashion movements emphasising individuality and environmental consciousness.
In the luxury market, handmade fans have become collectible items, mirroring growth trends seen in other handcrafted collectibles sectors. While specific brand names in handmade fans are less documented, opportunities to capitalise on the trend include product lines offering culturally inspired, artisanal fans marketed ahead of seasonal or festival events for luxury consumers and fashion enthusiasts.
Vera Pilo's brand is a shining example of this trend. In 2024, her brand's turnover increased by 40%. The customer base for her fans has diversified significantly, with sales increasing significantly during heatwaves. Last year, she sold approximately 30,000 pieces of her fans per year.
Another notable player in the market is Duvelleroy, a century-old house that collaborates with French artisans to design fans, ranging from a few dozen euros to much more expensive items. In 2024, they sold over 7,000 units and tripled their turnover. For some tourists, classic fans serve as a fashion accessory, while for others, they are considered more fun.
In the heart of Paris, under the Eiffel Tower, fans, both pocket and classic, are popular methods for cooling off. The art of fan-making is alive and well, with makers like Michel Schmitt producing between 50 and 100 fans a day. Schmitt, the husband of Vera Pilo, handles the completion of the fans in his workshop.
In summary, handmade fans are gaining traction as both stylish accessories and luxury collectibles due to increased consumer interest driven by cultural relevance, sustainability, and artisanal craftsmanship, with sales and production expected to grow steadily in the coming years.
The rising demand for handmade fans reflects a growing interest in fashion-and-beauty accessories that are both environmentally friendly and culturally relevant, as evidenced by the sales growth and brand recognition they have garnered. A shrinking customer base for Vera Pilo's handmade fans, primarily driven by heatwaves, indicates a significant increase in home-and-garden products demand, with an emphasis on practicality and style, much like her fans.
