Prada Re-evaluates Sandal Sales Approach Post Criticism

Prada is reassessing its strategy for marketing its newly released leather sandals following widespread criticism on social platforms.

Recently, an Indian commerce department disclosed that the well-known Italian fashion house has accepted to collaborate with Indian craftsmen to launch a 'Made in India' line.

This partnership initiative follows Prada's introduction of leather sandals, showcased with a minimalist strap tying the toe loop to the center belt, at its Spring/Summer 2026 menswear exhibition in Milan on June 22.

These sandals closely mirrored the Kolhapuri chappal, a traditionally handmade leather footwear originating from Kolhapur in Maharashtra, India, commonly found throughout the region in small artisan stores.

A discussion with a Kolhapuri chappal craftsman, reported by the BBC, indicated that the cost of these sandals ranges from $8 to $10.

Prada's offerings, however, do not list a price for these Indian-inspired sandals, although similar models on their site begin at $750, escalating beyond $1,000 in some cases.

Backlash and Brand Response

Social media in South Asia erupted with accusations against Prada of cultural appropriation, claiming that the brand neglected to acknowledge the traditional origins properly. These criticisms are underscored by the fact that Prada lacks physical retail outlets within India.

In reaction to the feedback, Prada stated to the BBC that it has long valued craftsmanship and cultural heritage and has initiated discussions with the Maharashtra Chamber of Commerce, Industry & Agriculture regarding the issue.

Last Saturday, the Chamber revealed on X that its meeting with Prada representatives concluded favorably, securing an agreement to develop a collection focusing on Kolhapuri sandals under the 'Made in India' label.

Future Collaborations and Plans

Prada outlined the subsequent phase involves its supply chain personnel engaging with a diverse group of Indian artisanal footwear producers, a move the company highlighted in a recent position statement.

Despite inquiries from Business Insider on details about the anticipated collection and launch timeline, both Prada and the Maharashtra Chamber of Commerce, Industry, and Agriculture remained unavailable for comment.

Notably, Prada's shares have dipped by close to 25% over the current year, yet the brand has highlighted a positive financial trajectory with a notable 13% increase in its net revenues for the latest quarter over the prior year.