Srinagar, Mar 11 : Amid a growing controversy over an alleged “obscene” fashion show held at the world-famous ski resort of Gulmarg, an Indian holiday lifestyle brand has issued an apology for its misstep during the holy month of Ramadan. The brand emphasized its commitment to cultural respect and sensitivity in a public statement.
In a post on X (formerly Twitter), SHIVAN & NARRESH, India’s first luxury holiday brand, expressed regret over the incident. The designer duo stated, “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 post further reads, “Respect for all cultures and traditions is at the heart of our values, and we acknowledge the concerns raised. We sincerely apologize for any unintended discomfort and appreciate the feedback from our community. We remain committed to being more mindful and respectful.”
The controversy erupted after videos of the fashion show, which featured models walking on snow, were widely shared on social media. The event drew sharp criticism from local religious and political leaders, including the Hurriyat Conference chief, who condemned it as insensitive during Ramadan.
Jammu and Kashmir Chief Minister Omar Abdullah also weighed in on the matter, calling the event a “complete disregard for local sensitivities during the holy month.” He has demanded a detailed report on the incident within 24 hours.
The backlash has sparked a broader conversation about cultural sensitivity and the importance of respecting religious observances, particularly in a region as diverse and culturally rich as Jammu and Kashmir.
The brand’s apology has been met with mixed reactions, with some appreciating the gesture while others call for stricter accountability to prevent such incidents in the future.
