Abstract
In this study an analysis is carried out of how Truck Art- an indigenous art form of Pakistan, made its way to popular culture in the form of decorative motifs and items being used in fashion, clothes, and other décor items. The diffusion of truck art into day to day objects can be seen as a cultural shift where one form of art gains popularity by masses to be incorporated in other objects to be enjoyed by masses. This research deals with aesthetic representation of outfitters decorated with truck art styles by focusing on how such styles and articulation of cultural aesthetics add to them in everyday lives. Using a purposive sampling technique, this research gathered data from fashion designers and owners of different apparel brands to explore the motivation and reasons of truck art diffusion. This research illuminates the fact that truck art is not only a form of art, but it also is a platform for the depiction of one’s cultural heritage; hence it has gained popularity not only among artists but also amongst the general public. Thus, this art form flourished and gained popularity amongst masses through its portrayals in different fashion and other consumer items. The study implies that art can be used as a strong medium to bring a change in the society because of its strong influence, and at the same time it can be used to promote cultural industries of Pakistan at global level. Keywords: Fashion, truck art, fashion industry, visual culture, Pakistan.
Highlights
In the words of Elias (2005), Pakistani trucks act as an adornment of the roads by transforming the landscape into “a checkerboard of moving religious and cultural tableaus” (p. 124)
Its diffusion into other spheres of lives in the form of decorative items, events and home décor themes, fashion and clothing items, and decorative utensils represent a cross between mass and folk culture, which highlights the importance of art and its effect on cultural evolution. This raises the question about why consumers are motivated to consume an indigenous art and incorporate it into their lifestyle. This study explores this very phenomenon by looking at how truck art has made its way into popular culture to represent the collective identity of the people of Pakistan
From high end designers in Pakistan like Maheen Khan and Deepak Perwani to high street brands like Khaadi and Gul Ahmed, motifs and colors of Truck Art have been incorporated in their products like kurtis, shirts, handbags and accessories, and shoes
Summary
In the words of Elias (2005), Pakistani trucks act as an adornment of the roads by transforming the landscape into “a checkerboard of moving religious and cultural tableaus” (p. 124). In the words of Elias (2005), Pakistani trucks act as an adornment of the roads by transforming the landscape into “a checkerboard of moving religious and cultural tableaus” Every little adornment on the truck has special significance and meaning for the truck driver and owner. Art is a social product suggesting that human sensibilities are created and cultivated through social history and interactions. It omits the irrelevant details of reality and gives colors and life to the significant details to portray real as the ideal. It provides a unique perspective, a fresh view towards life and society which is not apparent otherwise. It brightens the life by touching upon emotions and feelings in a surprising and subtle manner
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