Luxury brands have found a highly profitable, if controversial, new obsession: transforming everyday essentials into jaw-droppingly expensive status symbols. Following in the footsteps of designer paper bags, sandals, and lunchboxes, the latest entry into this high-fashion category is the luxury safety pin.
Italian luxury fashion house Prada has launched the “Crochet Safety Pin Brooch,” which is essentially an ordinary brass safety pin wrapped in a colourful crochet cord and topped with the unmistakable Prada triangle logo charm. The price tag for this simple item? A cool $775, which translates to approximately ₹68,758 in Indian currency.
In India, a small pack of 20 to 30 functional safety pins costs a mere ₹20 to ₹50 and is a staple accessory used to secure clothing like dupattas, saris, or kurtas. Naturally, when social media discovered Prada’s ₹69,000 version, the reaction was swift, ranging from disbelief and laughter to outright outrage.
The Social Media Backlash
The exorbitant price immediately fueled intense debate across platforms, with many questioning the rationale behind the purchase of such an item.
- Questioning Wealth: An Instagram clip showing a woman reacting to the product went viral, where she exclaimed: “It’s a safety pin brooch for $775. I will once again ask rich people, ‘What is it that you’re doing with your money?’ If you can’t think of anything, I assure you the rest of us can.”
- Sarcasm and DIY Jokes: Social media was flooded with sarcastic commentary, with users highlighting the simplicity of the design. One user joked on X: “Prada really out here selling crochet safety pins for 70K. My grandma used to make those while watching Saas-Bahu dramas.”
- Offers to Replicate: Another user highlighted the material cost, noting: “Prada crochet safety pin Brooch for $775. IT’S BRASS & COTTON. Anyone willing to buy? I’ll make you this in gold & silver.”
- “Trolling” Consumers: Many users questioned the brand’s intent, with one asking, “Are luxury brands trolling us?” while another noted the staggering difference: “The same type of safety pin can be found in India for just ₹1, but Prada has reimagined it as a high-fashion accessory.”
Prada’s History of Controversial Redesigns
This is not the first time Prada has been accused of repackaging and heavily marking up daily or traditional items, particularly those with links to Indian culture.
The brand previously faced heavy backlash and accusations of “cultural appropriation” after introducing footwear during Milan Fashion Week that bore a striking similarity to India’s traditional Kolhapuri chappals. The sandals were labeled as “leather footwear” and lacked any mention of their Indian origin, leading to online fury over design appropriation. Ironically, that controversy boosted the sales of authentic Kolhapuri sandals back home.
Prada is not alone in this trend; luxury house Gucci also famously launched a silver paper clip with its logo, priced at a staggering ₹33,000.
The fundamental question remains for consumers: Would you pay nearly ₹69,000 for a safety pin, even with a Prada logo attached?