Srinagar: A fashion event in Gulmarg featuring ‘models in revealing attire’ on snow-covered terrain has sparked widespread outrage, with many activists, social and political leaders slamming it as disrespectful to religious and cultural values, particularly during the holy month of Ramadan.
The event, part of the Ski & Après Ski 2025 festival, was hosted by designer label Shivan & Narresh on March 7 to mark its 15th anniversary. Known for its luxury resort wear, the brand showcased its skiwear collection with vibrant art prints.
However, the show has drawn severe criticism, particularly on social media, where many have expressed anger over what they call an affront to ethical and religious sensitivities.
Jammu and Kashmir’s Mirwaiz, Mohammad Umar Farooq, voiced strong condemnation on X, posting: “Outrageous! That in the holy month of Ramzan, an obscene fashion show is organised in #Gulmarg, pictures & videos from which have gone viral, sparking shock and anger among people. How could it be tolerated in the valley known for its sufi, saint culture and the deeply religious outlook of its people? Those involved should be immediately held accountable. Such obscenity in the name of tourism promotion will not be tolerated in #Kashmir!”
Kashmir-based social activist Dr Raja Muzaffar Bhat questioned the authorities, writing: “Who allowed this Nude Fashion Show at Gulmarg in Holy Ramzan? Semi-nude men and women walking on snow. Will the Tourism Department and CEO of Gulmarg Development Authority (GDA) clarify? Why are you hell-bent on demolishing our moral, ethical, cultural, and religious values?”
Other social media users echoed similar sentiments. A user, ‘choachvor,’ wrote: “Heard there’s a semi-nude shoot happening in Gulmarg, that too in Ramadān. If that’s true, Kashmir is truly doomed.”
Another user, I Ahmed Wani, directly criticized officials, stating: “Great job, @jktdcofficial & #GDA. A naked fashion show in Gulmarg during Ramadan—half-dressed folks prancing in snow. What’s next, bikinis at prayers? Explain this value-free circus.”
Rayees Yaseen, another X user, called it a “blatant attack on moral, cultural, and religious values,” demanding action to “prevent this cultural pollution.”
As public anger mounted, political figures also weighed in. A post from Chief Minister Omar Abdullah’s office acknowledged the backlash, stating: “The shock & anger are totally understandable. The images I have seen show a complete disregard for local sensitivities & that too during this holy month. My office has been in touch with the local authorities & I’ve asked for a report to be submitted within the next 24 hours. Further action, as appropriate, will follow from this report.”
Peoples Conference Chairman Sajad Lone also criticised the event, calling it “eminently avoidable” during Ramadan. “I consider myself to be a person of liberal orientation and believe in dignified and mutually respectful coexistence. But this was not the best time to host such an event,” he stated.
