Florence Welch Announced as Gucci’s New Ambassador

Gucci has revealed  Florence Welch, lead singer of Florence and the Machine, as the new muse for its jewellery and timepieces.

Alexa Chung announced the new partnership via Gucci Snapchat at a private press conference held in Los Angeles, the weekend before The Grammys. At the event, both Chung and British musician Welch did a fabulous job at promoting the fashion house by wearing Gucci from head to toe.

Florence Welch © Gucci
Florence Welch © Gucci

Florence Welch was personally chosen for Gucci by its Creative Director, Alessandro Michele:

“Florence has become a good friend, but I wanted to work with her primarily because she is an exciting artist. Her dark, romantic songs are timeless and full of passion and emotion – in many ways they evoke the spirit of Gucci.” – Alessandro Michele

Florence Welch © Gucci

“I am a magpie, and when Alessandro and I first met we bonded over our love of jewellery. I truly believe that what he is creating at Gucci today is magic, and I am so excited to be part of it.” – Florence Welch

Gucci also proudly showcased its new G-Timeless Automatic collection for the occasion.  The new design of G-Timeless Automatic is a reflection of Alessandro’s enticing creativity. It features an eclectic mix of decorative bees, stars and a heart. This model is only a sneak peek at the new motifs that will soon join the world of Gucci horology. Looking forward to seeing more of Florence and the Gucci…