Tabish Rafiq Mir provides a prompt critical response and interpretation to the recent Raw Mango fashion campaign that undermined the current situation in Kashmir while attempting to capitalizing on Kashmiri culture, tradition and history. The piece clearly exposes the orientalist and exoticizing gaze that repeatedly seeks to define Kashmir and Kashmris in unequal relation to India and its public, this time with Kashmiri culture becoming yet again a subject of “high end” consumerism served to a willfully oblivious Indian consumer base. Tabish Rafiq Mir’s article delves into the matter in greater detail and in unapologetic terms to expose a larger malaise that goes unquestioned as well as unnoticed. Tabish’s piece elucidates the insensitive and inconsiderate manner in which Kashmiri subjects are presented and represented beyond Kashmir, usually by non-Kashmiri others. The company has since withdrawn and recalled the release.