Commercial Gains Should Not Undermine Faith and Culture: Mirwaiz Umar Farooq on Gulmarg Fashion Show Controversy
Srinagar, March 11, 2025 – The recent fashion show held in Gulmarg has sparked a significant controversy in Jammu and Kashmir, drawing sharp criticism from religious leaders, political figures, and locals alike. Mirwaiz Umar Farooq, chairman of the Hurriyat Conference and chief cleric of Jamia Masjid, has strongly condemned the event, urging stakeholders in the tourism industry to act responsibly and prioritize the region’s cultural and religious ethos over commercial gains.
Addressing a gathering at a shrine in Srinagar’s Khanyar area, Mirwaiz emphasized the importance of preserving Kashmir’s heritage, which he described as the guiding force that keeps the community united and on the right path.
Mirwaiz’s Call for Accountability
In his address, Mirwaiz did not shy away from holding both the authorities and the organizers accountable. “While authorities cannot be absolved of their responsibility, it is also a reality that those who facilitated and organized the event belong to our society itself, and are answerable for their actions,” he stated.
He further criticized the pursuit of profit at the expense of cultural and religious values, warning that such actions set a dangerous precedent. “These people should understand that their pursuit of profit at the cost of the region’s religious and cultural ethos undermines this precious heritage. We do not need to do all this in the name of modernity,” he added.
A Plea to the Tourism Industry
Mirwaiz also highlighted the natural beauty and exquisite crafts of Kashmir, which he believes are sufficient to sustain the region’s people with dignity. He urged hoteliers, tourism operators, and other stakeholders to act responsibly and avoid ventures that could harm the Valley’s heritage for financial gains.
“Kashmir is blessed with unparalleled natural beauty and a rich tradition of crafts. These are gifts from God, and they are more than enough to sustain us. We must not compromise our values and heritage for the sake of fleeting commercial gains,” he said.
The Gulmarg Fashion Show: A Controversial Affair
The luxury fashion brand Shivan & Narresh, known for its resort and ski-wear collections, organized the fashion show in Gulmarg last week. The event, which featured models in revealing outfits, was intended to celebrate the brand’s creativity and promote tourism in the region. However, its timing during the holy month of Ramadan and the nature of the attire sparked widespread outrage.
Images and videos of the event went viral on social media, drawing strong criticism from religious leaders, politicians, and locals. Many viewed the event as a blatant disregard for the Valley’s deeply rooted cultural and religious values.
Designers Issue Formal Apology
Amid the backlash, Shivan & Narresh issued a formal apology, expressing regret for any hurt caused by the event. In their statement, the designers said, “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 & après-ski lifestyle, without any desire to offend anyone or any religious sentiments.”
The apology, however, did little to quell the outrage, with many questioning the decision to hold such an event during a sacred time for the majority-Muslim region.
Political Fallout and Legislative Debate
The controversy also spilled over into the political arena, leading to heated debates during the ongoing Budget session of the Jammu and Kashmir Legislative Assembly. Members of the National Conference (NC) and other opposition parties demanded a discussion on the fashion show, accusing the government of failing to uphold the region’s cultural values.
Chief Minister Omar Abdullah addressed the issue in the Assembly, clarifying that the government had no involvement in the event. “It was a private affair, and no permission was sought from the government. Instructions have been given that if anything against the law has happened, action should be taken. If necessary, the matter will be handed over to the police for investigation,” he said.
Abdullah also criticized the organizers for their lack of sensitivity, stating, “Those who organized the fashion show have not applied their mind, showed disregard to public sentiment, and paid no attention to where they are organizing it and its timing.”
A Broader Debate on Modernity and Heritage
The Gulmarg fashion show has reignited a broader debate about the balance between modernity and tradition in Jammu and Kashmir. While some argue that such events are necessary to promote tourism and showcase the region’s potential, others believe they come at too high a cost to the Valley’s cultural and religious identity.
Social activist Raja Muzaffar Bhat described the event as an attempt to undermine the moral, religious, and ethical values of Kashmir. “This is not just about a fashion show; it’s about respecting the sentiments of the people of Kashmir. Tourism should promote the region’s unique culture and traditions, not disregard them,” he said.
What’s Next?
As the controversy continues to unfold, all eyes are on the inquiry ordered by the government. The incident has highlighted the need for stricter oversight of events held in the region, particularly those involving sensitive cultural and religious contexts.
For now, the people of Jammu and Kashmir await accountability and hope that this incident serves as a wake-up call for policymakers, event organizers, and the tourism industry.
