by Ibtisam Fayaz Khan
SRINAGAR: A fashion show held in Gulmarg on March 7, 2025, has provoked widespread condemnation across Kashmir. Organised by luxury fashion brand Shivan & Narresh to mark its 15th anniversary, the event featured models in revealing outfits on the snow-covered slopes of the renowned ski resort. The timing, coinciding with the holy month of Ramazan, has intensified the backlash, with many Kashmiris perceiving it as an affront to their cultural identity and religious beliefs.
Images and videos from the event rapidly spread on social media, triggering strong reactions from religious leaders, activists, and residents. Many view the fashion show as a deliberate attempt to undermine Kashmiri traditions.
Mirwaiz Umar Farooq, Kashmir’s chief cleric, denounced the event. “Outrageous! That in the holy month of Ramadan, an obscene fashion show is organised in Gulmarg, with pictures and videos going viral, sparking shock and anger among people,” the cleric wrote on Twitter. “How can such an event be tolerated in a valley known for its Sufi and saint culture, where people have a deeply religious outlook? Those responsible should be held accountable. Such obscenity in the name of tourism promotion will not be tolerated in Kashmir.”
Social activist Dr Raja Muzaffar Bhat questioned how the event received official clearance. “Who allowed this nude fashion show in Gulmarg during Ramadan? Semi-nude men and women walking on snow—will the Tourism Department and the CEO of the Gulmarg Development Authority clarify?” he asked. “Why is there a persistent effort to erode our moral, ethical, cultural, and religious values?”
National Conference MP Ruhullah Mehdi called the event a cultural imposition. “The images from Gulmarg are shocking. This is what cultural invasion disguised as tourism looks like,” the MP said. “They reflect a blatant disregard for Kashmiri sentiments. Officials in the Tourism Department involved in this should be held accountable, as should the organisers, Shivan & Narresh.”
Deepika Pushkar Nath, a Kashmiri Hindu social media commentator, also condemned the event. “A nude fashion show in Gulmarg during Ramadan? This is a shameless mockery of our faith, culture, and Kashmiriyat,” she wrote. “Ramadan is a month of devotion, repentance, and submission before God—not decadence. How did the Chief Minister allow this when tourism falls directly under his administration? As a Kashmiri Hindu, I am deeply angered. Kashmir’s soul is being tainted in the name of modernity. We are not against fashion, but there is a time and place for everything. Stop eroding our culture with nudity.”
The fashion show in Gulmarg has ignited a broader debate over cultural sensitivity in Kashmir. Many see it as an imposition of an external modernity that disregards the valley’s deeply held traditions. The controversy has reinforced existing fears that Kashmir’s unique heritage is being eroded under the guise of tourism and commercialisation.
Religious groups and civil society organisations argue that the event signals a growing disregard for local values. The anger extends beyond fashion, touching on a wider anxiety about the region’s moral and cultural fabric. Many fear that such events set a precedent where local customs are overlooked to accommodate outside interests.
Jammu and Kashmir Chief Minister Omar Abdullah acknowledged the public outrage, writing on X (formerly Twitter), “The shock and anger are totally understandable. The images I have seen show a complete disregard for local sensitivities, and that too during this holy month. My office has been in touch with the local authorities, and I have asked for a report to be submitted within the next 24 hours. Further action, as appropriate, will follow from this report.”
Addressing the Jammu and Kashmir Legislative Assembly, Abdullah later clarified that the government had not granted permission for the event. He stated that such a show should not have taken place, particularly during Ramadan. “Watching the photographs, I think, this show could not be permitted even if it is not Ramzan.”
Following the backlash, Elle India, which had covered the fashion show, removed all related content from its social media platforms. The event’s organisers, Shivan & Narresh, issued a statement: “Our intention was to celebrate creativity and the ski and après-ski lifestyle. We deeply respect all cultures and traditions and sincerely apologise for any unintended discomfort our show may have caused.”
The Gulmarg fashion show, which coincided with the ongoing Khelo India Winter Games, has sharpened concerns that Kashmir’s cultural and religious values are being sidelined in the pursuit of tourism and modernisation. For many, the event symbolises a widening disconnect between commercial interests and local sensibilities. The controversy has once again laid bare the tension between those seeking to promote Kashmir as a luxury destination and those determined to preserve its cultural identity.
