A Bold Move or a Blunder?

On March 7, the designer duo Shivan Bhatiya and Narresh Kukreja, known for their luxury swim & resort wear, hosted a fashion show in the picturesque valley of Gulmarg, Kashmir, to mark the 15th anniversary of their brand in the fashion industry. The show was held under the open sky and presented their designer skiwear range. The ensemble collection included art prints from the archives of the brand, which included statement ski separates, winter layers, sculptural ski suits, and uid après-ski dresses for women and men. However, the choice of venue and the nature of the attire presented have not sat well with many Kashmiris, and it has created a wave of controversy.

Clash of Cultures

The show was supposed to be a celebration of adventure and fashion, but it became controversial because it was held in Kashmir during Ramadan. Images and videos from the fashion show, however, rapidly went viral online, with many social media users expressing shock and fury. This controversy spread like wildfire and reached the assembly of Jammu & Kashmir. Members of the People's Democratic Party (PDP), the ruling National Conference (NC), and two Independents stood up at the House assembly during the day to urge an investigation into how such an event could occur during the Ramzan fasts.

Backlash from the leaders

A prominent religious figure in Kashmir and the leader of the Hurriyat Conference, Mirwaiz Umar Farooq, vehemently denounced the fashion show. On social media, he vented his anger, calling the incident "outrageous" and "obscene" and asking how it could be allowed in an area that takes pride in its Sufi past and religious devotion. He stated:

How could this be tolerated in a valley known for its deep spiritual values? Those responsible must be held accountable immediately.

In response to the criticism, Jammu and Kashmir Chief Minister Omar Abdullah replied quickly, calling the incident a "complete disregard for local sensitivities" and calling for a report on the issue within 24 hours. He wrote on X:

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've asked for a report to be submitted within the next 24 hours. Further action, as appropriate, will follow from this report.

Kashmir’s Identity at Stake?

Instagram took down videos of the fashion presentation in response to the mounting criticism. Fashion magazines have previously published articles lauding the event's daring and avant-garde style, emphasising its combination of maximalist aesthetics and upscale skiwear. However, after the public outcry, these posts were later removed.

Shivan and Narresh wrote on X on Sunday and issued an apology for hurting the sentiments of the people:

We deeply regret any hurt caused by our recent presentation in Gulmarg during the holy month of Ramadan. Our sole intention was to celebrate creativity and the ski and aprs-ski lifestyle without any desire to offend anyone or any religious sentiments.

Luxury Tourism vs. Local Sentiments

While some have criticized the incident, others appreciated that such measures could help to revitalize Kashmir's tourism sector, which has been negatively impacted by political unrest. Some fashion and tourism experts believe that integrating high-fashion events into Kashmir’s tourism strategy could attract a wide range of travellers, benefiting the local economy.

Even if fashion can reinvent travel destinations, it also must respect local people's feelings. This incident is a reminder that cultural sensitivity and fashion need to coexist, particularly in areas with strong historical identities.

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