A fashion show held in the snow-covered town of Gulmarg, Indian-administered Kashmir, has ignited a heated debate that continues to stir emotions.
The event, organized by renowned fashion brand Shivan & Narresh, took place last Friday at a ski resort to showcase their skiwear collection.
It marked the first time a major non-local brand hosted such an event in the region, which has long been marred by conflict.
However, controversy erupted when fashion publisher Elle India posted a video showing models wearing underwear or bikinis.
Another video, shared by online magazine Lifestyle Asia, captured an after-party where attendees were seen consuming alcohol outdoors.
The timing of the event during the holy month of Ramadan intensified the backlash, with critics accusing the designers of mocking Islamic traditions and disregarding local culture.
Religious leaders condemned the show as “obscene,” with some likening it to “soft porn.”
Beyond religious concerns, many Kashmiris viewed the event as an imposition of external cultural influences.
The region has a long history of separatist movements against Indian rule, and suspicions regarding outsiders altering local traditions remain strong.
The uproar led Elle India and Lifestyle Asia to delete their videos, while designers Shivan Bhatiya and Narresh Kukreja issued an apology, emphasizing that their aim was purely creative, not offensive.
The debate soon reached the political sphere, sparking a heated discussion in the Jammu and Kashmir assembly.
Opposition leaders criticized the government for allowing the event despite knowing the region’s sensitivities.
Chief Minister Omar Abdullah distanced his administration from the controversy, stating that the show was privately organized and ordering an investigation into the matter.
He assured strict action if any laws were violated, though authorities have yet to clarify the event’s legality.
The choice of Gulmarg as the venue was unsurprising, given its status as a top skiing destination.
Fashion journalist Shefalee Vasudev noted that designers often seek stunning locations for their shows, citing international figures like Alexander McQueen and Karl Lagerfeld, who were known for their theatrical presentations.
However, she warned that fashion must always consider the political and cultural context, especially in a conflict-prone region like Kashmir.
The region remains a focal point of tension between India and Pakistan, with both nations claiming it in full but controlling only parts.
Decades of conflict have fostered deep mistrust toward Delhi’s administration, particularly after the 2019 revocation of Kashmir’s autonomy.
Local residents, such as university professor Mir and researcher Arshid Ahmad, view events like the fashion show as part of a broader strategy to dilute Kashmiri identity and resistance.
This is not the first time a cultural event in Kashmir has triggered controversy.
In 2013, a concert by conductor Zubin Mehta faced protests from separatists and human rights activists, who saw it as an attempt to portray normalcy while people continued to suffer.
More recently, concerns about cultural erosion have intensified with the rise in tourism, with many Kashmiris feeling that visitors from other Indian states disrespect local customs.
Fashion journalist Vasudev, in an editorial, urged a nuanced discussion on the issue.
She questioned whether similar outrage would have emerged had the show been held in another Indian city during Ramadan, or if it had featured only modest attire.
She also highlighted Kashmir’s rich textile heritage, particularly its world-renowned wool and pashmina craftsmanship.
If the show had focused on these traditional elements, she wondered, could it have been seen as a positive revival rather than an affront to local culture?
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