Jaipur Rugs in Gulmarg

Finally, it’s snowing in Gulmarg! In the second in our series of landmark destination shoots, Jaipur Rugs heads to India’s favorite ski slopes, the Klosters of Kashmir, and to the much-loved Highlands Park hotel. Taking over the resort’s iconic interiors that combine Kashmiri crafts with retro mountain design, the Gulmarg Collection campaign is shot with great sensitivity and a sense of place. With the brief to showcase our carpets with wit and surprise, photographer Ashish Shah’s pictures are charming, and celebratory and come with a sense of humor that we hope brings a smile. Our most ambitious production to date saw our Jaipur team put on their snow boots to unroll our rugs at 13,780ft while knee-deep in the powder-soft piste. With many Kashmiri designs in our Gulmarg Collection, the project is a fusion of made-in-Rajasthan craft and some of the most iconic motifs from India’s heritage. Jaipur would like to thank Gulmarg - the Highlands Park team and everyone on the mountain - who brought these pictures to life and made the magic happen.