Pakistani truck art takes over streets of Milan

Dolce and Gabbana's new beauty campaign, inspired by truck art, is making the rounds int he fashion capital

KARACHI: Known best for its vespas, Milan's streets and locals were acquainted with a Pakistani truck art inspired vehicle, used as part of Italian fashion house Dolce and Gabbana's new beauty campaign.

The three-wheeled vehicle -- or the rickshaw as we know it -- at first glance has a strong resemblance to the art we see on our Pakistani trucks and rickshaws, with the use of bright colours and scenic images.

The project #DGBeautyOnTheGo is set to take over Milan throughout the summer until August and is aimed at promoting the brand's new cosmetics collection.

PHOTO: LUXURYDAILY

Truck art has gained popularity across the globe in recent times with designers and high-end fashion houses drawing inspiration from the art which is a prominent part of Pakistan's cultural heritage.

Although many fans of the fashion brand have taken a liking to the rickshaw which is traversing the city, many have questioned whether the truck art inspired pop-up shop makes for cultural appropriation.

PHOTO: LUXURYDAILY

The mobile pop-up shop will offer passers by the opportunity to sample the fashion label’s beauty offerings. The route of the pop-up shop can be followed on their Facebook page.

PHOTO: LUXURYDAILY

Read: Swiss cows wearing truck art to greet arrivals at Karachi airport

Since it's launch, #DGBeautyOnTheGo has been trending across social media with mixed opinions surfacing across Twitter.

Cultural appropriation. This time, the culprit is dolce & gabbana
Via @CinnamonCurls pic.twitter.com/OuTHshS2Gh

— Tazeen 🍉 (@tazeen) May 29, 2015

Is it cultural appropriation if a Pakistani artist paints in the impressionist style? https://t.co/E66c5nY9XG

— Zarrar Khuhro (@ZarrarKhuhro) May 30, 2015

#DGBeautyOnTheGo arrived in Milan! First stop in Corso Buenos Aires, 4 - from 11am till 8pm. #dgbeauty #milan pic.twitter.com/mjiMAorUpa

— Dolce & Gabbana (@dolcegabbana) May 16, 2015

Ma quant'è bello il temporary store di @dolcegabbana ? #makeup #DGBeautyOnTheGo pic.twitter.com/cc8cQHzBSz

— Nina Segatori (@ninasegatori) May 15, 2015

Check out #DolceGabbana #TruckArt inspired Beauty-car in the streets of #Milan this summer. #DGBeautyOnTheGo pic.twitter.com/boarFWiHxo

— Raheel Rao (@RaheelARao) May 29, 2015