Don’t have a Pucci scarf? Brand’s new ‘Scarfie’ app lets you pretend you do

Emilio Pucci 'Scarfie' appLuxury 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. Pucci is curating a specially selected portion of the stylish snaps to publish on its new, dedicated Tumblr page at emiliopucciscarfie.tumblr.com. Pucci is by no means the first fashion label to dip its toe into the unstable waters of offbeat apps: last month designer Karl Largerfeld launched a quirky emoji app called emotiKarl, featuring ideograms inspired by the fashion world.