"This is totally Pakistani Truck Art inspired. Looks amazing."
Dolce & Gabbana (D&G) have made their mark on the streets of Pakistan by giving the traditional rickshaw a fashion makeover.
The Italian fashion house have been touring Milan since mid-May 2015 in a ‘Beauty-on-the-go’ rickshaw to promote their new cosmetic collection.
Whilst such a sight may be considered as rather orthodox in Pakistan, it is turning heads in Italy.
Trading their Vespa for the three-wheeled drive, the fashion brand have used their customised rickshaw to give out cosmetic samples from their latest collection.
The Sicilian handcart has had makeup experts advising passers-by on all things beauty. Its pop-up counter also offers free on-the-go makeovers for those who want a professional touch.
— Dolce & Gabbana (@dolcegabbana) May 16, 2015
Announcing its arrival on social media, D&G are using the hashtag #DGBeautyOnTheGo to update the public on the rickshaw’s movements.
A pop-up route and consistent photo documentation can also be seen on the official D&G Facebook page.
The project has received mixed reactions across social media, mostly because truck art is seen as a quintessential part of Pakistani culture.
Whilst fans of the fashion brand have embraced this innovative concept, some are not too impressed by the D&G ‘invasion’.
Twitter user @tazeen argued: “Cultural appropriation. This time, the culprit is Dolce and Gabbana.”
Instagram user @sasma151 however praised the fashion house for adapting a local cultural symbol: “This is totally Pakistani Truck Art inspired. Looks amazing. #loveforpakistan #lovefordolceandgabbana.”
Another user @RACreationz felt the design was a celebration of the Asian culture as well: “Even D&G love truck art! Pakistani truck art takes over streets on Milan! #DGBeautyOnTheGo.”
It seems this fusion of beauty and culture has caused quite a stir and will probably continue to do so, as it will run throughout the summer.
D&G’s rickshaw-style shop is expected to wrap up its promotional journey in October 2015.