Luxury fashion brand Shivan & Narresh held a runway show in Gulmarg, Kashmir to showcase its latest skiwear collection but was met with backlash from local residents and faced criticism for timing the event during Ramadan and the content of the show.
Design duo Shivan Bhatiya and Narresh Kukreja transformed Gulmarg’s ski slopes into a runway as part of its ongoing 15th anniversary celebrations and men and women wore bold, fusion style designs. However, the event was swiftly met with both online and offline criticism which stated that the designs were not sensitive to the local culture, the Times of India reported.
Kashmir’s chief cleric Mirwaiz Umar Farooq took to social media to call the runway show “outrageous.” Jammu and Kashmir’s chief minister Omar Abdullah took to X (formerly Twitter) to comment on the controversy and wrote: “The shock and anger are totally understandable. The images I have seen show a complete disregard for local sensitivities and that too during this holy month.” Abdullah notified his followers that he has asked local authorities for a formal report on the matter.
The brand subsequently issued a statement on its official X account which read: “We deeply regret any hurt caused by our recent presentation in Gulmarg during the holy month of Ramadan. Our sole intention was to celebrate creativity and the ski and après ski lifestyle, without any desire to offend anyone or any religious sentiments. Respect for all cultures and traditions is at our heart, and we acknowledge the concerns raised. We sincerely apologise for any unintended discomfort and appreciate the feedback from our community. We remain committed to being more mindful and respectful.”
The event highlights India’s diverse cultures and regional norms and how pan-India brands must find a way navigate this. Shivan & Narresh is known for its vibrant fusion wear for both men and women and the label is based in New Delhi.
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