Prada’s Rs 69,000 safety-pin brooch sparks social-media firestorm

Prada’s Rs 69,000 safety-pin brooch sparks social-media firestorm

The piece in question is a “Crochet Safety Pin Brooch” from Prada, listed at approximately US $775 (about ₹68,758) according to reports. The design consists of what appears to be a conventional safety pin, wrapped with a colourful crochet cord and finished with the Prada triangle-logo charm hanging from one end.

Social-media backlash

The pricing immediately provoked widespread online mockery. One commenter noted “SEVEN. HUNDRED. SEVENTY-FIVE. DOLLARS. For a safety pin wrapped in what looks like the craft yarn from summer camp in 1999.” Another joked “My grandma could do it better,” while others questioned whether luxury fashion had lost all grounding in utility.

What luxury pricing signals

In one sense, what Prada offers is not simply the object but the brand story, prestige and ownership badge. From that lens, the high price is consistent with luxury economics where design, rarity and branding account for large share of value. But the safety-pin case shows how when the line between “luxury object” and everyday item blurs, consumer patience frays. As a Market Today piece put it: “The eye-watering price tag … is circulating all over social-media platforms, questioning where these luxury brands actually draw the line between pricing and exclusivity.”