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 offers passers by the opportunity to sample the fashion label’s beauty offerings.