Florence Welch is Gucci's new ambassador

Florence Welch is Gucci's new ambassador

A musical muse

Editor: Faizal Dahlawia

Image: Getty Images

Gucci has gone for cool and funky artistry for its latest timepiece and jewellery campaign. Buro 24/7 Middle East has the details.

Gucci has announced Florence Welch as its 2016 timepiece and jewellery ambassador. The collaboration won't be the first between the fashion house and the Florence + The Machine singer though, with a Gucci-clad Welch on tour previously striking the working relationship.

"Florence has become a good friend, but I wanted to work with her primarily because she is an exciting artist," said creative director Alessandro Michele. "Her dark, romantic songs are timeless and full of passion and emotion — in many ways they evoke the spirit of Gucci." Michele admitted to listening to one of the band's tracks as he was designing his first ever collection for Gucci and Welch shared how, on their first meeting, Michele was still intrigued by the song. "He wanted to know the whole story behind the record," she said.

The news comes just days before the 58th Grammy Awards in which Florence + The Machine is up for a number of nominations for their latest album How Big, How Blue, How Beautiful. Welch also revealed that she will be dressed in Gucci for music's biggest night, saying "I'll be wearing something that is so magical. Alessandro manages to make things so pretty without ever being too sweet or cloying. I also love the attention to detail. You can imagine that every piece of clothing has five intertwining stories to it."

Stay updated with Buro 24/7 Middle East as we bring you details of Welch's Gucci dress, as well as all of the red carpet, backstage and award-winning action from the Grammy Awards on February 15, 2016. 

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