Emilio Pucci Scarfie is the first app ever to be released by the fashion label, capitalizing on the popularity of selfies to show off its scarves.
The app works like a virtual dressing room where users can choose a scarf style, snap a selfie and then choose a way to tie the scarf. As well as being a fantastic way to virtually try before you buy, the app also encourages users to share their "scarfies" with #PucciScarfie across social media. As extra incentive to try out the app and share, the best scarfies that people create will be featured on emiliopucciscarfie.tumblr.com.
The Scarfies app coincides with the launch of Emilio Pucci's Design the Dream event, held at flagship stores worldwide to provide a behind the scenes look at the label's design process.