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Emilio Pucci ‘Scarfie’ app
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Emilio Pucci ‘Scarfie’ app

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.

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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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