Rolling with Emilio Pucci

From Nowness comes a short film from Edward Housden for fashion house Pucci that takes to the asphalt for a new generation.

Prowl an urban playground for the brand's debut skateboard

The jet-set may have returned from holidaying in exotic locales and packed away their kaleidoscopic bikinis, but Emilio Pucci has given outdoor addicts something else to look forward to for fall/winter: the brand’s firstever skateboard. This being the dynamo Italian fashion house that founder and print impresario Emilio Pucci put on the map in the 1940s, a new irreverent pattern wasn't far behind.

With the preoccupations of youth on its mind, the brand invited students from Swiss art and design university ECAL to interpret the maison archives brimming with motifs of Italian culture: pasta, ice cream and general joie de vivre. A taste of the seven graphic prints can be seen in Rolling with Emilio Pucci, a film by director Edward Housden, which sees model and sometime skater Martha-Rose Redding—wearing a silk crèpe di chine dress from the 2016 Pilot Resort Collection designed by Massimo Giorgetti (his first for the label)—test ride the ‘cruiser shape’, while a pair of tweens rival her on the professional ‘street shape’. Whether riding high or low, on gravel or concrete, this fall the Emilio Pucci/ECAL skateboard collaboration offers a dose of street dolce vita at your fingertips.