Gucci has just announced that Florence Welch, the British musician and singer of the group Florence + The Machine, will be the new ambassador for its watch and jewelry collections.
The House held a press conference to present the new partnership at a private event in Los Angeles. Florence Welch, who will be attending the Grammy Awards, was interviewed in front of an audience of guests by British presenter and journalist Alexa Chung. This morning, Alexa Chung also took to Gucci’s Snapchat account to announce the partnership between the Maison and its new ambassador.
“Florence has become a friend, but above all I was keen to work with her because she is a fascinating artist,” explains Gucci Creative Director Alessandro Michele. “Her dark, romantic songs are timeless, full of passion and emotion; in many ways, they evoke the spirit of Gucci.”
“I’m a collector at heart, and when I met Alessandro, our passion for jewelry brought us together immediately,” says Florence Welch. “I think it’s really magical what he’s creating at Gucci. I’m very happy to be part of it.
To mark the occasion, Gucci unveiled its new G-Timeless Automatic watch, which we were able to admire on Florence Welch’s wrist. This creation features an eclectic assortment of decorative motifs such as bees, a heart and stars. Combining Alessandro Michele’s astonishing, overflowing creativity with Swiss luxury watchmaking expertise, the G-Timeless Automatic watch showcases the new motifs the designer is developing for Gucci’s watchmaking universe. To express her personal taste for eclecticism, Florence Welch also chose a bracelet and several rings from Gucci’s Icon, Le Marché des Merveilles and Flora jewelry collections. She wears rings in 18-carat yellow and pink gold, all set with gemstones, diamonds or the House’s new motifs, which she pairs with a rigid bracelet in yellow gold decorated with a bee. The juxtaposition of rings and different metals creates a vintage look that perfectly matches Florence Welch’s eccentric style.
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