Pakistani truck art takes over streets of Milan

Published: May 30, 2015
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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.

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Reader Comments (3)

  • May 30, 2015 - 6:28PM

    One thing that always fascinated me in Pakistan is truck art. I think Pakistani artist are doing a very good job I have also seen j dot branding with this way. So they might are following j dot trend!!Recommend

  • Saira Khan
    May 31, 2015 - 4:41AM

    Why dont D&G openly endorse their inspiration? Are they afraid that nobody would buy their products if they did?Recommend

  • May 31, 2015 - 4:49AM

    an art work of its own type.Recommend

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