Italian luxury fashion and home appliances brand, Dolce & Gabbana x SMEG, have ripped off Pakistani truck art for its new product, a 4-slice toaster called ‘Sicily is my Love’.
Truck art is a unique, and deep-rooted part of the Pakistan’s cultural heritage. However, international brands like Dolce & Gabbana continue their age old, regressive antics of stealing third world country’s artwork for their cheap products.
The fashion brand joined forced with Italian luxury home appliances brand, SMEG, to promote its “Sicily inspired” collection of toasters that feature a very distinct artwork.
Pakistani-American writer, Rafia Zakaria recently shared a screenshot of the artistic toaster on Twitter yesterday. She tweeted,
Dolce & Gabbana Pakistani Truck Art limited edition toaster a mere $850 while people in Pakistan still starving. Perhaps send a few extra dollars their way.’
Dolce and Gabbana Pakistani Truck Art limited edition toaster a mere $850
People in Pakistan still starving. Perhaps send a few extra dollars their way https://t.co/qohXEldi4z pic.twitter.com/B3Uqnlott7— Rafia Zakaria (@rafiazakaria) January 1, 2023
According to the product description, the two Italian luxury brands joined forces to create their “Sicily is my Love” collection. Apparently the 4-slice toaster is “inspired” by traditional Sicilian handicraft. It’s not just a toaster, the collection includes fridge, microwaves, even ovens.
However, the design is distinctively similar to the artwork that is often found on the backs of Pakistani trucks.
Netizens agreed with Rafia Zakaria’s tweet as people called out the Italian brand, Dolce & Gabbana for passing off a country’s distinct artwork as their own.
Have they even bothered to attribute the design as Pakistani truck art or is it another case of appropriation by these brands?
— Amna Mir | آمنہ میر (@amna_mir) January 2, 2023
The unique truck art of Pakistan is gaining popularity across the globe with its communicative themes blended with native motifs. It has appealed to painters and art lovers worldwide and has become a representation of the rich culture of the country.
Intricate floral patterns and profound poetic calligraphy is incorporated with the images of Sufi saints and spiritual figures to elevate truck art.
The imagination of painters displayed through truck art is also being recognized and promoted by the government of Pakistan, as they organize truck art exhibitions abroad. However, it is one thing to appreciate a nation’s artwork, it is another to blatantly steal its design without giving any credit.
Hasadh karna kub choreygi hamari kaum, instead of being proud of truck art being pasted on luxury brands, we deem to cry.