From Bollywood movies filmed in the Kashmir Valley to the organization of international sports events and beauty pageants, locals have never commented on the region’s development and progress following the abolition of its internal autonomy. However, the recent organization of a nude fashion show in the snow-capped hills of Gulmarg has generated substantial controversy. Very few have remained silent regarding this event, and many have voiced their opinions. ‘This show has hurt everyone irrespective of faith or perception’.
A fashion show in Gulmarg during Ramzan has sparked outrage among locals, raising concerns over cultural insensitivity and political motivations.
A few months ago, a traditional attire fashion show was held in the valley. While the clothes were represented, the way women dressed in Phiran (a long dress, traditionally worn by both men and women in Kashmir) and danced did not sit well with the local population, who chose to remain silent out of concern for their safety.
Recently, naked images from the Gulmarg fashion show went viral on social media platforms, provoking public outrage. This prompted Chief Minister Omar Abdullah to announce in the Assembly that he would seek a report within 24 hours. Abdullah stated that he was unaware of the show and that permission had not been sought from him, although he is also responsible for the tourism department. Nobody expects the report or action. It was a tactic to distract people.
Some opposition leaders rejected Abdullah’s statement, claiming that the participants in the show were not just guests at a hotel owned by one of his relatives but that family members were also involved in the controversial event. This sparked political maneuvering from both sides and diverted attention from the real issue of offending public sentiments.
It is worth noting that Abdullah approached the issue of the fashion show like how he recently addressed the topic of banning alcohol. When the public strongly urged him to declare Jammu and Kashmir an alcohol-free zone, he surprised voters by stating that this was not included in the election manifesto. Voters questioned the relevance of the manifesto when key matters were not even discussed. The position of the Union Territory should not be so costly that it fuels deception as this government has done. Despite the pressure, the news reports are making a roundabout the opening of many more liquor shops on the National Highway from Jammu to Srinagar.
According to the editor of a local daily, “Whenever a social issue arises in the Valley, Hindu fundamentalists quickly link it to Islamic conservatism or fundamentalism. Meanwhile, strict laws are enforced in Gujarat, Haryana, and other states against alcoholism, drug distribution, and nude films. This is a new tactic to associate any objections from Muslims with extremism and obscure the issue.
The timing of the event, held in a Muslim-majority region during the holy month, has been widely condemned as a deliberate provocation.
“The primary concern among the public is the timing of such shows during the holy month of Ramadan and the motivations behind hosting them in an area predominantly populated by Muslims, which can only serve to offend local religious sentiments.”
It is clear that neither the local government, which regularly laments its powerlessness, nor the BJP central government, which seems intent on oppressing the people of this region to the point of self-hatred, is addressing these matters appropriately. Social activist Aamir Alam commented on social media that by creating various social issues, such as religious hatred, alcoholism, or drug abuse, there is a deliberate attempt to provoke self-loathing among Kashmiris, thereby distracting them from focusing on more critical issues. Unfortunately, our elected leaders often dance to the tune of Delhi.
However, the backlash from this fashion show was more substantial than expected. Religious scholars, political leaders, business communities, and social activists condemned the show and demanded stringent action against its organizers. In response to public pressure, Shavani and Naresh, the company responsible for the event, apologized on social media for offending religious sentiments and removed all footage of the show from their website.
While both ruling and opposition politicians in Kashmir condemned the show, BJP MLAs from Jammu shifted the blame to the National Conference without addressing the moral implications, despite these politicians often criticizing individuals who celebrate Valentine’s Day publicly. There have been many Hindu vigilantes targeting young couples in the parks and gardens on Valentine’s Day. Former External Affairs Minister Sushma Swaraj had previously stopped a fashion show, citing it as contrary to Indian societal morals.
Some Hindu journalists labeled Kashmiri Muslims as Islamic fundamentalists who were lamenting that the media incessantly promotes Hindutva. Social activist Mehak Ali stated that it does not concern her whether the world views her as an Islamic terrorist or fundamentalist; she will always oppose such obscene shows in the valley, which is considered sacred ground for Sufi saints. ‘the vulgarity shows do not conform with the beauty of Kashmir which has a more spiritual significance than the marketing of bikinis’.
Religious scholars, political leaders, and civil society groups have demanded strict action against those responsible for the controversial event.
Specific Indian media channels have linked the fashion show to tourism, suggesting it was a strategy to attract visitors. However, the valley has welcomed millions of tourists for decades without the need for publicity campaigns, and in recent years, accommodations for visitors have become increasingly scarce.
Now that the valley is connected by rail to India, more than twenty million tourists are estimated to visit this year. This influx will be challenging for a population of 8 million to accommodate and may strain the region’s natural resources heavily.
Residents are already facing significant water and electricity shortages, and environmentalists are raising concerns about the ecological disaster that may arise from the surge in tourism. After the abolition of Article 370, the BJP has used this as a tool to persuade the Indian population that Kashmir has been fully integrated into India and that it is essential to visit.
Article 370, part of the Indian Constitution, was revoked by the Hindu Nationalist Party, dividing the former state of Jammu and Kashmir into two union territories. This article was not related to the ongoing freedom movement that began after the partition of the subcontinent.
The fashion show controversy highlights a deeper issue—whether Kashmir is being treated as an integrated region or merely a political tool.
Tourism festivals, sporting events, entertainment programs, film shoots, and international conferences have never been questioned. The concern lies with those who are secretly pursuing policies that aim to undermine the valley’s unique culture, language, heritage, and Muslim identity while simultaneously promoting the idea of normalcy through such events. The Bikini show in Ramadan has tarnished the image of those politicians, too, who see Kashmir as a commodity rather than a place with people and their sentiments.
Disclaimer: The opinions expressed in this article are solely those of the author. They do not represent the views, beliefs, or policies of the Stratheia.
