The fashion world applauded the aesthetics when Prada showcased Kolhapuri-style chappals named as leather sandals on its Spring/Summer 2026 runway. But back in India, the applause came with a pause. The design wasn’t new, rather it was centuries old. And the artisans who’ve handcrafted Kolhapuris for generations were nowhere mentioned. No credit. No collaboration. Just a hefty ₹1.2 lakh price tag on a legacy old tradition that sells for minimum ₹600 in local markets.
This wasn’t just a fashion faux pas – it was a PR moment. A moment that greatly exposed the constantly widening gap between cultural storytelling and cultural accountability.
When Heritage Is Borrowed Without Permission
Cultural narratives are often the soul of great campaigns. They don’t just evoke emotion, build relatability, and create instant resonance. But when brands borrow something without attribution, they risk admiration into appropriation.
Kolhapuri chappals aren’t just footwear that goes well with an attire . They are art that has been crafted from centuries and protected by a Geographical Indication (GI) tag which is rooted in the eight districts across the states of Maharashtra and Karnataka. They represent 800 years old legacy of design, technique, and a community that earns them their bread and butter. This is not innovation .
The backlash wasn’t just about pricing-it was about pride. It was about the invisibility of the hands that shape heritage. And it was a reminder that cultural symbols, when stripped of their origin, lose their soul.
What the Prada Silence Taught Us About Attribution
Public relations isn’t just about visibility-it’s about responsibility. When we tell stories, we shape perception. And when those stories involve cultural heritage, the stakes are higher than any estimation.
Here’s how PR must evolve:
- Naming the origin: Don’t just generalize. Say they are “Kolhapuri chappals,” not just “Indian-inspired sandals.” As precision builds respect.
- Credit the community associated: Acknowledging the artisans, the regions and the lineage. Attribution isn’t optional – it’s ethical.
- Collaborating, not extract: Involve local makers in designing, production, and also profit-sharing. Co-creation is the future.
- Educating through storytelling: Use the campaigns to spotlight the history, not just the aesthetic. Let the audience learn and be part of it, not just consume.
Chappals Are Not Just Symbols – They are Strategic Signals
The word chappal isn’t just a metaphor – it’s a mandate that has been into practice since it first came into picture. It is constantly reminding us that cultural symbols carry a weight. When used thoughtfully, they effectively elevate campaigns. Whereas when used carelessly, they expose and widen the gaps in brands integrity.
PR professionals must now ask harder questions:
- Are we amplifying or just appropriating?
- Are we building bridges or extracting value?
- Are we telling stories that honor the source or just serving the brand?
If PR wants to Lead, It Must First Listen
From locally made chappals to globally targeting campaigns, the journey must be rooted in respect and honor. Cultural narratives are not any free stock images – they’re living realities. And in a world where audiences are increasingly vocal, highly informed and truly protective of their heritage, PR must lead ahead with transparency, empathy, and the credit it deserves.
Because the next time a global brand like Prada borrows from a local centuries long legacy, the question won’t be “Is it beautiful?” rather strongly saying “Is it fair?”
And if PR wants to be more than a megaphone, it must become a mirror – reflecting not just what’s trendy, but what’s true.
