A fashion show held last week in a picturesque, snow-clad town in Indian-administered Kashmir has sparked a major controversy that is still simmering.
The show, by the well-known fashion brand Shivan & Narresh, was held last Friday at a ski resort in Gulmarg to display their skiwear collection. The label is the first big, non-local brand to hold a fashion show in Kashmir, a scenic Himalayan region which has seen decades of violence.
But it soon sparked outrage among locals, politicians and religious leaders in Muslim-majority Kashmir after fashion publisher Elle India posted a video on social media which showed some models wearing underwear or bikinis. Locals were also angry over another video – shared by online magazine Lifestyle Asia – of a party held after the show, which showed people drinking alcohol outdoors.
Many took offence with the show being held in the holy month of Ramadan – a time of fasting and prayer for Muslims – and accused the designers of “mocking their faith” and “disregarding local culture and sentiments”. Some clerics called the show “obscene” and said it was like “soft porn”.
Some others explained that the outrage had arisen not only from religious conservatism, but also from a fear of cultural imposition from “outsiders”. Kashmir has witnessed decades of armed separatist insurgency against Indian rule since the late 1980s.
The backlash prompted Elle India and Lifestyle Asia to delete their videos. Shivan Bhatiya and Narresh Kukreja, the designers behind the label, also apologised, saying that their “sole intention was to celebrate creativity” and that they didn’t intend to offend religious sentiments.
Kashmir – known as the land of saints and Sufism (Islamic mysticism) – has a rich tradition of spirituality which influences many aspects of peoples’ lives. The traditional attire is modest, with locals – both men and women – often wearing the pheran, a long, loose cloak.
The row also moved off social media and a discussion about the show and the after-party caused a ruckus in the Jammu and Kashmir assembly.
The opposition criticised the government, accusing it of giving permission for the event despite being aware of local sensitivities. Meanwhile, Jammu and Kashmir Chief Minister Omar Abdullah distanced his government from the event, saying it had been organised by private entities, and asking local authorities to investigate the matter and submit a report.