For once, when global fashion borrowed from Indian tradition, the internet made sure credit went where it was due.
The body of work:
Kolhapuri chappals — there’s something timeless about them. Maybe it’s the earthy leather, maybe the craftsmanship passed down through generations, or maybe it’s the silent pride of the hands that make them. Durable, versatile, and unmistakably Indian, these sandals have walked through every kind of setting, from village fairs to wedding halls. Priced between ₹1,000–5,000, they’re as practical as they are iconic.
But when a ₹1.2 lakh version appeared on an Italian runway, without a whisper of credit to the artisans behind it, the internet had something to say.
Sandals or chappals?
Social media erupted in outrage, accusing the brand of cultural appropriation. Hashtags like #KolhapuriChappal and #GiveCredit trended, with influencers, designers, and politicians demanding recognition. The backlash grew so loud that Prada was compelled to respond. The company acknowledged the inspiration and reportedly began discussions with artisan groups for a potential collaboration. This controversy revealed the power of the collective digital voice, as local craftspeople and their supporters leveraged global platforms to demand visibility and justice. It also sparked larger conversations around appropriation, ethical sourcing, and the importance of crediting cultural heritage in fashion.
Other Examples of Cultural Appropriation
This isn’t just about shoes—it’s about a pattern of erasure and profit. Consider the dupatta, South Asia’s traditional scarf: recently rebranded as a “Scandinavian scarf” on social media and bridal fashion sites, sold at premium prices with zero acknowledgement of its origins.
Then there’s the bindi, a sacred Hindu forehead mark worn casually by celebrities—Selena Gomez, Vanessa Hudgens, and Miley Cyrus have sported it at Coachella and on red carpets, triggering criticism for reducing a spiritual symbol to mere decoration.
Meanwhile, henna (mehndi) is frequently marketed at Western festivals as “boho temporary tattoos,” often sold in kits to non-Indians at inflated prices without any cultural context.
Even Western yoga brands frequently use Sanskrit chants, Om symbols, and Indian spirituality as aesthetic props, rarely offering any real connection or credit back to the tradition.
Social Media to the rescue.
This controversy demonstrates how social media is shifting the balance of power. Artisans, activists, and everyday users now wield global influence, amplifying voices that once went unheard. In the Kolhapuri chappal case, it wasn’t just cancel culture—it was accountability culture. Platforms like X and Instagram were flooded with heartfelt posts, witty memes, and influential calls for justice (#KolhapuriChappal), turning a local craft into a global cause. Even celebrities like Kareena Kapoor Khan joined the conversation, sharing their support and boosting visibility for the artisans.
This surge of online pressure led to a real-world impact. Prada publicly acknowledged the inspiration, entered talks with artisan groups, and opened the door to a “Made in India” collaboration.
Social media didn’t enable a backlash; it enabled a comeback. For centuries, these artisans laboured in silence; today, their craftsmanship is being celebrated globally, thanks to the power of public digital advocacy.
Where does this all end?
A traditional chappal walked its way to Milan, but only after treading centuries through Indian soil. Cultural exchange can be powerful, even beautiful, but only when it’s rooted in respect. Credit isn’t just courtesy; it’s justice. Will global brands finally move from appropriation to appreciation? The internet may have opened the gates, but the path forward demands more than hashtags; it calls for acknowledgement, inclusion, and partnership.
Because every product has a story, and it’s time the storytellers were seen too.
By: Sushrut Tewari,
A writer covering trends, innovation, and brand storytelling in India and beyond.