A controversial fashion show held in Kashmir’s popular ski resort, Gulmarg, has sparked an uproar, with top models and event organizers now facing legal action. The event, organized by the Indian arm of Elle magazine and hosted by renowned fashion brand Shivan & Narresh, featured models wearing bikinis, pants, and fitted ski-wear, strutting down a snow-covered runway. The show took place on March 7, to celebrate the 15th anniversary of the label.
The event quickly ignited backlash, particularly from local opposition groups, who have condemned the display as “soft porn” and accused the organizers of disrespecting local cultural and religious sentiments. The show’s timing, during the holy month of Ramadan, further fueled outrage. The region, predominantly Muslim, has deep-rooted cultural and religious sensitivities, and many felt the event mocked their faith.
Mirwaiz Umar Farooq, the chief cleric of Kashmir, voiced his disapproval, questioning how such a show was allowed to proceed in a region known for its Sufi traditions. “Such obscenity in the name of tourism promotion will not be tolerated,” he stated. Indian parliamentarian Aga Ruhullah Mehdi also condemned the event, calling it a “cultural invasion” that displayed a blatant disregard for Kashmiri values.
Elle India, the first non-local brand to host a fashion show in the contested region, was forced to delete pictures and videos from its Instagram account following the controversy. As the pressure mounted, local authorities distanced themselves from the event. Omar Abdullah, Kashmir’s chief minister, clarified that the show had been organized by a private entity, not his administration. He criticized the organizers for failing to respect the cultural sensitivities of the region, stating, “Such an event should not have been held at any time of the year, given the cultural and social ethos of our region.”
In response to the uproar, Shivan & Narresh issued a public apology, expressing regret for any offense caused. The designers emphasized that their intention had been to celebrate creativity and the ski lifestyle, not to disrespect any religious beliefs. “We deeply regret any hurt caused by our recent presentation in Gulmarg during the holy month of Ramadan,” they said. “We acknowledge the concerns raised and sincerely apologize for any unintended discomfort.”
The controversy has taken a legal turn, as a local politician has approached a court in Srinagar, calling for action against the event organizers, models, and editors of Elle India. Faizan Nazar, a special mobile magistrate, has summoned the parties involved to court on April 8 for further proceedings.
