Talavera's revival

By the late 20th century, Puebla’s treasured Talavera was at a crossroads. Mass tourism and cheap machine-made imitations had flooded the market, threatening the survival of this centuries-old craft. But in 1990, a group of dedicated Puebla potters took action—reviving the strict production standards first written in the 1653 Ordinances. Their aim was bold: to protect Talavera’s authenticity by anchoring it to its traditional, hand-made roots, passed down from the Abbasid courts of Baghdad to colonial Mexico.

These regulations marked a turning point. By defining what could be called "true" Talavera—based on clay quality, glaze ingredients, firing methods, and origin—the craft gained new prestige. In 1998, the Mexican government formally backed the movement with the creation of the Official Mexican Norm, granting legal protection to certified workshops within the Talavera zone. Talavera, with a capital T, became a symbol of national pride, quality, and cultural heritage.

Today, certified artisans work alongside independent potters, navigating a marketplace that now spans mass-produced souvenirs to museum-quality art. This new era brought both recognition and oversight—but also sparked debates about authenticity, control, and tradition.

The revival of Talavera through regulation gave the craft new life—but it was the bold vision of individuals, artists, and cultural institutions that propelled it into the modern age. From reinventing designs to transforming Talavera into luxury art, a new generation of creators redefined what this ancient tradition could become.

In Issue Nine, we’ll meet the trailblazers and tastemakers who turned Talavera into a cultural icon—one brushstroke, exhibition, and publication at a time.