What do you get when high fashion and urban youth subcultures collide?
Well, if you ask Pucci, it looks a lot like this... In a move that no one saw coming, Italian label Pucci has turned its hand to designing skateboard decks. Artfully decorated in bold hues such as bright pink, violet and blue, the prettily patterned decks are the work of Swiss uni students who were tasked with finding a fresh way to reinvent some classic Pucci prints.
The Italian label is famed for its bold and effusive way with colour and pattern, and these seven prints manage to encapsulate the energy of the house's aesthetic. The boards are available in two styles - the Street Shape and Cruiser Shape - and come to life in a video campaign featuring model Martha Rose Redding.
Related story: Chanel does rugby: is this the ultimate World Cup souvenir?
The short film, Rolling with Emilio Pucci is available to watch on video channel Nowness (who created it specially for the brand) and sees the model (and real-life skater) disprove the misconception that girls can't skate. Wearing a dress from Emilio Pucci's 2016 resort collection, we're loving the fashion-meets-street styling of the clip.
Check out the Pucci skateboards at emiliopucci.com - unfortunately they're not available to buy online from Australia, but if you've got enterprising or kind friends overseas, perhaps they'll be persuaded to help you out?
Milan Fashion Week: highlights from the first two days
Giddy up: Rick Owens, Balmain, Versace and Fendi design their own My Little Ponies
Is the Bondi bubble influencing global fashion trends?