FROM FOLK TO POPULAR: THE EVOLUTION AND DIFFUSION OF TRUCK ART IN PAKISTAN INTO MAINSTREAM CULTURE THROUGH FASHION INDUSTRY

Authors

  • Ghani-ur- Rahman Taxila Institute of Asian Civilizations Quaid-i-Azam University Islamabad
  • Sana Munir Kazmi Taxila Institute of Asian Civilizations Quaid-i-Azam University Islamabad

DOI:

https://doi.org/10.52567/pjsr.v3i01.188

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.

Author Biographies

  • Ghani-ur- Rahman, Taxila Institute of Asian Civilizations Quaid-i-Azam University Islamabad

    Professor

  • Sana Munir Kazmi, Taxila Institute of Asian Civilizations Quaid-i-Azam University Islamabad

    PhD Scholar

Additional Files

Published

2021-03-31

Issue

Vol. 3 No. 01 (2021): Pakistan Journal of Social Research (PJSR)

Section

Research Article

License

Copyright (c) 2021 Pakistan Journal of Social Research

Creative Commons License

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How to Cite

[1]
“FROM FOLK TO POPULAR: THE EVOLUTION AND DIFFUSION OF TRUCK ART IN PAKISTAN INTO MAINSTREAM CULTURE THROUGH FASHION INDUSTRY”, Pak. J, Soc. Sci., vol. 3, no. 01, pp. 66–79, Mar. 2021, doi: 10.52567/pjsr.v3i01.188.