Rolling With Pucci

In Rolling with Emilio Pucci, director Edward Housden depicts model Martha-Rose Redding skates in a silk crèpe di chine dress from the 2016 Pilot Resort Collection designed by Emilio Pucci Creative Director Massimo Giorgetti as she is out-rivalled by tween boys. “I was trying to think of an unconventional way to use the skateboard because I wanted to take the film away from becoming like a modern skate video. We’re treating it much more like a short film, rather than a fashion film or music video or something”, says Housden, adding that “It was great to work with the kids.”

The tie-in to youth is particularly apropos. In fact, the skateboards are fruit of a school project whereby students from Swiss art and design University ECAL (University of Art and Design, Lausanne) were immersed in Emilio Pucci’s print archives and challenged to reinterpret the Pucci codes in innovative ways. One of the winning ideas by Clémence Chatel was “Dolce Vita”, a set of irreverent patterns brimming with motifs of Italian culture – pasta, ice cream and more – in this case used to deck out skateboards rather than Pucci’s coveted fashions.

Produced in a limited edition, the skateboards are available in seven bubbly prints on two different styles. The Street Shape is a professional skateboard seen on streets and skate parks, specially designed for tricks such as ollies, airs, flips, slides, grinds and manuals. It is available in the “Dolce Vita Aldente” print and “Dolce Vita Limoni”, the latter in both turquoise and pink colour variations.

The second model is the old-school Cruiser Shape, perfect for everyday use thanks to larger and softer wheels that make it suitable for travel on asphalt, gravel and concrete. Small, practical, lightweight and compact, it is available in “Dolce Vita Gelato”, “Dolce Vita Scacchi”, “Dolce Vita Diamanti” and a purple variation of the “Dolce Vita Limoni” print.

Both Street and Cruiser are authentic skater boards made from specially selected hardwood printed with an innovative technique that guarantees optimum photo quality, scratch resistance, durability and surface smoothness, for an overall higher quality than conventional printing techniques used for skateboards.