Elle India has removed a controversial Instagram reel showcasing a fashion show held in Gulmarg, following widespread public outrage.
The event, organized by the luxury brand ‘Shivan and Narresh’ to celebrate its 15th anniversary on March 7, featured models in scant clothing and the serving of alcohol, all set against the snow-covered backdrop of the Gulmarg ski resort.
The show, which took place during the holy month of Ramadan, sparked intense backlash, particularly from the local Kashmiri community.
Kashmir is predominantly Muslim, and Ramadan is a time of fasting and religious reflection.
Many locals found the fashion show to be highly disrespectful to their religious customs and cultural values.
The event, which included models walking on a snow ramp and alcohol being poured into designer glassware, was seen as inappropriate and offensive
Jammu Kashmir’s Chief Minister, Omar Abdullah, has ordered an inquiry into the incident. Abdullah’s office acknowledged the public’s “shock and anger,” stating that it was “totally understandable” given the timing of the event. He emphasized that the images showed “complete disregard for local sensitivities” and said he had instructed local authorities to submit a report within 24 hours for further action.
The Gulmarg Development Authority (GDA), the official body responsible for granting permission for events in the area, is now under scrutiny.
Abdullah, as the in-charge tourism minister, holds a position on the GDA, which is headed by the Lieutenant Governor of Jammu and Kashmir.
The event also drew criticism from several political and religious figures. Mirwaiz Umar Farooq, the chairman of the moderate Hurriyat Conference, expressed his outrage, calling the show “obscene” and questioning how such an event could be allowed in a region known for its deeply religious and Sufi culture.
Farooq said, “Such obscenity in the name of tourism promotion will not be tolerated in Kashmir.”
Syed Aga Ruhullah, a senior National Conference leader and MP from Srinagar, described the show as a “cultural invasion disguised as tourism.”
He demanded immediate action against those responsible for allowing the event. People’s Conference leader Sajad Lone also criticized the timing, suggesting that the event could have been held at a different time, given the significance of Ramadan.
In response to the backlash, Elle India deleted the controversial reel from its Instagram account. The video was not available on its YouTube or Facebook pages either.
Before the removal, Elle India had referred to the event as an “audacious” fashion display that aimed to push boundaries, with the brand describing it as “bikinis and capes amidst some winter magic in the frozen alleys of Gulmarg.”
‘Shivan and Narresh,’ the designer duo behind the event, are known for their work in the fashion industry, particularly for launching India’s first swimwear label in 2010.