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

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.

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.

French couture houses Chanel and Dior also have their own apps, featuring fashion news and behind-the-scenes runway nuggets.

Last year Roberto Cavalli launched Just a Bite, an interactive game in which players wake up with a strange bite and have to track down the perpetrator through a series of adventures in NYC.

itunes.apple.com/us/app/emilio-pucci-scarfie/id853767601?mt=8