Gucci Ambassador: Florence and the Machine

Gucci is a little bit different to our other brands. In addition to ridiculously good watches (obviously, why else would we work with them?), the Italian maison has fingers in all the fashion pies from accessories, to menswear, to womenswear and beyond.

Because of this, Gucci can tap into an infinite resource of fashion journalists, style editors and, most importantly, celebrity partnerships the world over – the House of Gucci is known to every single person regardless of sartorial sensibilities. Such great reputation commands only the finest of ambassadors and Gucci has surpassed itself with the announcement of Florence Welch (of the ‘+ the Machine’ fame) as their new face of the timepieces and jewellery line.

At an exclusive press conference in LA hosted by the lovely Alexa Chung, Gucci introduced Florence as its new spokesperson. Speaking of the appointment, Creative Director Alessandro Michele explained the choice in-depth: “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.”

Unfortunately, Welch refrained from an impromptu lung-defying rehash of her famous hits, but did reflect Gucci’s sentiments. “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.” But the collaboration between the two is more than just a fluke, and the artist is more than worthy of the ambassadorship. Since releasing her third studio album, she’s received an impressive 5 Grammy nominations, a headline slot at both Glastonbury and its transatlantic cousin Coachella and a number 1 spot across each side of the pond. Whether it’s a pagan-esque feast in the video to Rabbit Heart (Raise It Up) or orchestrating an entire symphony live at the Albert Hall, Welch possesses her own eclectic style mirrored by Gucci’s unique creative slant.

Gucci was also keen to unveil another addition to the G-Timeless family – a design that features Alessandro Michele’s iconic bee, heart and star motif that puts a new spin on traditional Swiss fine watchmaking. The brand’s watch and jewellery line has finally stood up as a serious horological collection in its own right as opposed to a fashionable offshoot, and Gucci’s continued innovation is largely to thank for this. Watch this space.

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