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Florence Welch is the face of Gucci watches and jewellery

Florence + the Machine’s lead singer is the latest face of Gucci watches and jewellery

At a private event in Los Angeles in February, Gucci announced that its new ambassador for watches and jewellery is the British musician Florence Welch, lead singer of Florence + the Machine. Since releasing her third studio album ‘How Big How Blue How Beautiful’, she has received five Grammy nominations, a headline slot at both Glastonbury and Coachella, and a number one placement in both the UK and US charts. Beyond that though, Welch is known for her fierce individualism, making her an inspired match for the iconic Swiss fashion brand.

She wore one of Gucci’s latest timepieces, the G-Timeless automatic, at the event, its eclectic mix of decorative bees, a heart and stars a testament to the vibrant, striking creativity of Alessandro Michele, creative director of Gucci. Leveraging the synergies between the watch and jewellery industries, the watch introduces the new motifs and – on Welch – the perfect marriage between high fashion and rock ‘n’ roll attitude.

Michele was quoted as saying, ‘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.’

Reflecting her eclectic personal taste, the lead singer of the Grammy-nominated band dazzled with hands adorned with rings in 18kt yellow and pink gold, each decorated with precious stones, diamonds, or motifs like the honeybee from Gucci’s Icon, Marché des Merveilles, and Flora collections, paired with a delicate honey bee bangle in yellow gold. The message was a (beautifully adorned) middle finger to anyone who thinks there’s no space for individuality when it comes to a brand as well known and globally regarded as Gucci.

Welch said, ‘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.’

Both singer and designer have expressed a love of fantasy and fun, which is expressed in this new collaboration. The pairing of the vintage-loving singer with Michele’s recent head-turning collections is one that can only continue raise eyebrows and drop jaws.


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