Gulmarg fashion show: Fashion brand apologises for events at J&K

Shivan and Narresh. Photo: shivanandnarresh.com

The fashion brand behind Friday’s (March 7, 2025) fashion show in the tourist hotspot of Gulmarg in north Kashmir’s Baramulla on Monday (March 10, 2025) posted an apology, and several videos of the event were withdrawn from online platforms, evoking sharp reactions from political parties and religious bodies in Kashmir.

Their fashion show, organised during the holy month of Ramzan, featured scantily dressed models amidst snow-covered slopes. 

“Respect for all cultures and traditions is at the heart of our values, and we acknowledge the concerns raised. We sincerely apologize for any unintended discomfort and appreciate the feedback from our community. We remain committed to being more mindful and respectful. Our sole intention was to celebrate creativity and the ski and après-ski lifestyle, without any desire to offend anyone or any religious sentiments,” fashion brand Shivan & Narresh said in a post on social media platform X.

The show evoked sharp reactions, including from Kashmir’s chief cleric Mirwaiz Umar Farooq, and J&K Chief Minister Omar Abdullah.

Speaking in the Assembly on Monday, Mr. Abdullah told the House that an inquiry had been initiated. “I must categorically state that the government had no involvement in this event whatsoever. A fashion show was organised by a private entity on March 7 as part of a four-day event. The government was neither approached for permission, nor did it provide any financial or logistical support. No government infrastructure was utilised and no government officials were present at the event,” Mr. Abdullah said.

He said the event had hurt public sentiments, a concern that he acknowledged as “both understandable and justified”. “The organisers failed to exercise sound judgement, disregarding the sensitivities of the people, the significance of the location, and the timing of their event,” Mr. Abdullah said.

He said the administration had been instructed to examine whether any legal violations had occurred. “If any provisions of the law have been breached, the authorities will take appropriate action,” the CM said. 

Peoples Democratic Party (PDP) legislator Waheed-ur-Rehmaan Parra also raised the issue in the Assembly. “It’s a blatant disregard for the sentiments of the people of J&K. How could such an event have take place without government approval, particularly during the holy month of Ramadan? It’s an affront to cultural and religious values,” Mr. Parra said.

PDP president Mehbooba Mufti said it was deplorable that private hoteliers were “allowed to promote such vulgarity through these events, which blatantly contradict our cultural values”. “The government cannot simply absolve itself of responsibility by labelling this a private affair. Shrugging off accountability could pave the way for more such events, ultimately inflicting severe damage on our culture and society,” Ms. Mufti said.

The Gulmarg fashion event had been “an attack on the religious and cultural identity of Kashmir”, Grand Mufti Nasir Ul Islam said.