Florence Welch has been appointed the brand ambassador for Gucci watches and jewellery.
The Florence and the Machine singer says she was chosen for her 'magpie' tendencies, bonding with her friend and creative director of Gucci, Alessandro Michele, over their shared love of jewellery.
Michele said of Welch: "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."
Florence's new role was marked by a private event in LA, where she was interviewed by Alexa Chung in front of a select audience. Alexa then announced the partnership via Gucci's Snapchat account this morning.
Via Harper's Bazaar UK