The Italian fashion house’s troubles began when a menswear collection launched in June included open-toed footwear modelled on a classic subcontinental design.
Retailing for as little as $US10 ($15), India’s beloved Kolhapuri sandals are a staple in wardrobes across the subcontinent. So when luxury brand Prada debuted a new type of footwear at Milan Fashion Week that bore a stark resemblance to them, it didn’t take long for the fury to build online.
The saga underscores how much power the South Asian giant’s digital tribe holds, where online outrage regularly influences public debate – especially when citizens perceive their heritage is under attack. International firms eyeing one of the world’s fastest-growing markets should weigh the risks of these cultural missteps.
