Bilal Bashir Bhat
A fashion show in the scenic ski resort of Gulmarg, Kashmir, has triggered widespread controversy, especially as it coincided with the holy month of Ramadan. Organized by a luxury designer brand to celebrate its 15th anniversary, the event showcased models in revealing attire, which people from all shades and walks of life found offensive and disrespectful to the Valley’s cultural and religious values.
Prominent Kashmiri cleric Mirwaiz e Kashmir Molvi Umar Farooq condemned the event, calling it “outrageous” and a blatant disregard for the valley’s deeply rooted Sufi traditions and religious sentiments. He stated, “Such obscenity in the name of tourism promotion will not be tolerated in Kashmir.”
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…
— Mirwaiz Umar Farooq (@MirwaizKashmir) March 9, 2025
The Chief Minister of Jammu and Kashmir, Omar Abdullah, while quoting Mirwaiz Umar Farooq acknowledged the public’s concerns and assured swift action. He described the images from the event as showing “complete disregard for local sensitivities” and requested a detailed report within 24 hours to determine accountability.
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.… https://t.co/xwY17ZdeAt
— Office of Chief Minister, J&K (@CM_JnK) March 9, 2025
The controversy has also drawn criticism from political leaders. Member of Parliament Aga Ruhullah Mehdi referred to the event as a “cultural invasion in the guise of tourism,” while Peoples Conference leader Sajad Lone called it “an eminently avoidable event” during the sacred month.
The fashion show in Gulmarg was an eminently avoidable event, in the holy month of Ramadan.
I consider myself to be person of liberal orientation, and believe in dignified and mutually respectful coexistence. But this was not the best time to host such an event.
— Sajad Lone (@sajadlone) March 9, 2025
Legislator Khursheed Ahmad Sheikh questioned the permissions granted for such an event, demanding clarity from the Tourism Department and the Gulmarg Development Authority.
Adding to the uproar, netizens took to social media to voice their anger. One user wrote, “This is a disgrace to our culture and faith. The officials who allowed this must be held accountable and sacked immediately.”
Another commented, “How could the authorities approve such an event during Ramadan? Heads must roll for this insensitivity.” A third post read, “Gulmarg is a symbol of our heritage, not a playground for obscenity. Those responsible should resign or be removed from their positions.”
The incident has sparked a broader debate on balancing tourism promotion with respect for local traditions, especially in a region known for its rich cultural heritage and religious significance.
Many locals have expressed their dismay on social media, with videos and images from the event going viral and amplifying the outrage. The organizers, a prominent designer duo, have yet to issue a statement addressing the backlash.
This incident has left many questioning the priorities of tourism authorities and the need for greater sensitivity in planning events in culturally significant regions. As the controversy continues to unfold, the outcome of the Chief Minister’s inquiry is awaited.
