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

Ibriz Sheikh May 30, 2015

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.


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.


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.


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.

Our Publications


LawaTimes | 5 years ago | Reply an art work of its own type.
Saira Khan | 5 years ago | Reply Why dont D&G openly endorse their inspiration? Are they afraid that nobody would buy their products if they did?
Replying to X

Comments are moderated and generally will be posted if they are on-topic and not abusive.

For more information, please see our Comments FAQ