Emilio Pucci added some downtown cred to its glamorous reputation this week when it announced a collaboration with video channel NOWNESS. Together, the two brands created a collection of skateboards in 2 deck styles and 7 psychedelic prints designed by Swiss art student Clémence Chatel to convey Italy’s “dolce vita”. In addition, the partnership is releasing a short film titled Rolling with Emilio Pucci, in which model Martha-Rose Redding skates around in a crepe de chine Pucci dress, chasing and being chased by teenage boys. The film is now showing on NOWNESS; the boards will be available for purchase at EmilioPucci.com starting October 12. To get ourselves in the sk8r grrl state of mind, we, of course, listened to Avril Lavigne’s greatest hits on repeat went shopping. Shop our favorite picks for a fashionable day at the skate park below.
Photo: Emilio Pucci