Jehangir Ali 
Srinagar: Elle India has pulled down a controversial reel showcasing a show of fashion involving scant dressing and booze in Gulmarg from its Instagram following widespread public uproar that prompted Jammu and Kashmir chief minister Omar Abdullah to order an inquiry into the event.
The show held under the open sky by ‘Shivan and Narresh’ at the ski resort of Gulmarg on Friday (March 7) to mark the 15th anniversary of the luxury brand has particularly enraged locals as it took place at a time when the majority Muslim community is observing the holy month of Ramadan.
Abdullah’s office said that the “shock & anger” in Kashmir against the event is “totally understandable” while ordering an inquiry into the event.
The Gulmarg Development Authority (GDA), which was established in 1990, is the nodal body that gives official permission for organising major events in the north Kashmir ski resort.
Jammu and Kashmir’s lieutenant governor is the chairman of the GDA, while the in-charge tourism minister – Abdullah in this case – is a member of the authority.
“The images I have seen show a complete disregard for local sensitivities & that too during this holy month,” Abdullah’s office said in a post on X. “My office has been in touch with the local authorities & I’ve asked for a report to be submitted within the next 24 hours. Further action, as appropriate, will follow from this report”.
The 0.35 second-reel shared by Elle India on Friday showed scantily clothed male and female models walking on an outdoor ramp made of snow. In another video, booze was seen flowing in designer glassware against the backdrop of snow-capped mountains of Gulmarg.
Before deleting the post, Elle termed the event of “bikinis and capes … [amidst] some winter magic … in the frozen alleys of Gulmarg” as an “audacious” move that could take “fashion to newer heights”.
Moderate Hurriyat chairman Mirwaiz Umar Farooq said that he was “outraged” by the show.
“That In the holy month of Ramzan an obscene fashion show is organised in Gulmarg, pictures & videos from which have gone viral sparking shock and anger among people. How could it be tolerated in the valley known for its sufi, saint culture and the deeply religious outlook of its people? Those involved should be immediately held accountable. Such obscenity in the name of tourism promotion will not be tolerated in Kashmir.!” he posted on X.
Senior National Conference leader and Lok Sabha MP from Srinagar, Syed Aga Ruhullah, termed the incident as a “cultural invasion in the disguise of tourism”.
“It shows an utter disregard for Kashmiri sentiments. The Tourism department officials involved should be immediately taken to task, as well as the organisers ‘Shivan & Narresh’,” he said.
People’s Conference chairman Sajad Lone said the event was “avoidable”, given the holy month of Ramadan.
“I consider myself to be person of liberal orientation, and believe in dignified and mutually respectful coexistence. But this was not the best time to host such an event,” Lone said on X.
After the office of Abdullah ordered an inquiry into the event, Elle India has pulled down the video from its Instagram. The video was not available on its Youtube and Facebook accounts.
‘Shivan and Naresh’, which includes the National Institute of Fashion Technology-educated designer duo Shivan Bhatiya and Narresh Kukreja, launched India’s first swimwear label in 2010.