Luxury Italian fashion brand Emilio Pucci has launched its first mobile app, celebrating the label’s signature accessory, the printed silk scarf.

Scarfie is a playful twist on the selfie social media trend, letting users take photos of themselves and then personalize the image with the addition of a Pucci scarf.

The app allows users to choose their favorite scarf and style it in a variety of ways on the head, neck or wrist, before the picture is uploaded to social media or saved as a background.

Pucci is curating a specially selected portion of the stylish snaps to publish on its new, dedicated Tumblr page at emiliopucciscarfie.tumblr.com.

Launched in connection with the label’s new event “Design the Dream,” which will offer guided tours through the Pucci design process at a handful of flagship stores worldwide, the app is available for iOS, with an Android version coming soon.

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