Florence Welch Is Doing Something Really Cool With Gucci

If you are familiar with Florence Welch, lead singer of Florence + the Machine, you know that she is a perfect fit for anything and everything Gucci, especially this new project. Florence will be the new brand ambassador for Gucci's timepiece collection of watches and jewelry. To celebrate the new partnership, a press conference was held where Alexa Chung interviewed Florence, who unveiled the latest timepiece—the G-Timeless automatic, a watch that in current Gucci fashion is adorned with bees, hearts, and stars.

Alessandro Michele, creative director of Gucci, said about Florence, "She 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."

The love is extremely mutual as Florence 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." 

We are excited too! Scroll to see images from the event, as well as Florence giving Gucci some love on her Instagram! 

What do you think of Florence being the new brand ambassador for Gucci's timepiece collection? Let us know in the comments below, and be sure to shop Gucci here!