Luxury fashion house Prada faces backlash for using Indian Kolhapuri chappals without India’s approval. After facing hate, Prada has finally stepped up & praised Indian Craftsman. Moreover, the brand is hinting at engaging collaborations with India. Aimed at turning a controversy into a conversation.
Late June, Milan men’s fashion week faces backlash by India. Luxury brand Prada showcase appears of Kolhapuri chappals naming them at leather sandals. Prada used sandals without appreciating Indian artisans, with no approval. For which, internet heated up and started trolling Prada. Netizens claim this as a cultural theft. Some said, hand craft leather slippers are even sold for rupees 1.2 lakhs by Prada which is hardly purchased in between rupees 300 to 1500.
Consequently, the Kolhapuri chappals were renamed as leather sandals with no acknowledgement.
In reaction, Maharashtra Chamber of Commerce formally wrote to Prada, urging due recognition for the Kolhapuri craft and its makers.
However, the hashtags went viral like #KolhapuriChappals and memes like “Prada 0: Kolhapur 1.
Prada now realized that this backlash could create a negative image of the brand. On which, it’s move was great. It sent a letter to Maharashtra’s commerce chamber stating- “We acknowledge that the sandals… are inspired by traditional Indian handcrafted footwear, with a centuries‑old heritage.”
Moreover, Prada expressed its want of a ‘meaningful exchange ‘ and is arranging meetings with Indian artisans. The motive is to collaborate with local Indian manufacturers.
Prada is now looking forward to acknowledging Indian influence, and pledge not just credit but with active engagement with artisans.