Fashion brand apologises for events at Gulmarg show

Fashion brand Shivan & Narresh apologizes for controversial fashion show in Gulmarg, Kashmir, sparking political and religious backlash.

The fashion brand behind Friday’s fashion show in the tourist hotspot of Gulmarg in north Kashmir’s Baramulla on Monday (March 10, 2025) posted an apology, and several videos of the event were withdrawn from online platforms, evoking sharp reactions from political parties and religious bodies in Kashmir.

Their fashion show, organised during the holy month of Ramazan, featured scantily dressed models amidst snow-covered slopes. 

“Respect for all cultures and traditions is at the heart of our values, and we acknowledge the concerns raised. We sincerely apologize for any unintended discomfort and appreciate the feedback from our community. We remain committed to being more mindful and respectful. Our sole intention was to celebrate creativity and the ski and après-ski lifestyle, without any desire to offend anyone or any religious sentiments,” fashion brand Shivan & Narresh said in a post on social media platform X.

The show evoked sharp reactions, including from Kashmir’s chief cleric Mirwaiz Umar Farooq, and J&K Chief Minister Omar Abdullah.

Speaking in the Assembly on Monday, Mr. Abdullah told the House that an inquiry had been initiated. “I must categorically state that the government had no involvement in this event whatsoever. A fashion show was organised by a private entity on March 7 as part of a four-day event. The government was neither approached for permission, nor did it provide any financial or logistical support. No government infrastructure was utilised and no government officials were present at the event,” Mr. Abdullah said.

He said the event had hurt public sentiments, a concern that he acknowledged as “both understandable and justified”. “The organisers failed to exercise sound judgement, disregarding the sensitivities of the people, the significance of the location, and the timing of their event,” Mr. Abdullah said.

He said the administration had been instructed to examine whether any legal violations had occurred. “If any provisions of the law have been breached, the authorities will take appropriate action,” the CM said.