Gucci has a new muse, and she is fabulous! Florence Welch, of Florence and the Machine, will be the new face of the Fall/Winter Gucci ad campaign.
The artistic partnership was born when Frida Giannini, Gucci’s Creative Director and Welch met at the Grammy’s. Giannini had been a fan of the captivating redhead for some time, and even got inspiration from the Florence and the Machine song, Hurricane Drunk. Giannini absolutely adores Welch and her work:
- When Florence first came onto the scene, I was captivated by her eccentric style and her willingness to dare. I felt there was such an authentic energy to her sound and her look. This was confirmed when I met her at the Grammys earlier this year. I used one of Florence’s songs, ‘Hurricane Drunk,’ to set the mood for my Autumn/Winter women’s show, as she was truly an inspiration for this collection as a modern-day icon with her cinematic allure and powerful presence.
The ad campaign will not be the first time Welch and Gucci have teamed up either. Florence has famously worn Gucci designs during her US tour, and the partnership has not gone unnoticed. Because of their brief history together it only makes sense that the future of Gucci includes Florence Welch.
When asked about her new fashion nuptials Welch had this to say:
- I was extremely flattered when I heard that Frida’s collection had been inspired in part by my performances and I was completely bowled over by her collection, the dresses seemed perfect for my shows, the colors, the shapes, the movement in the fabric. So it seemed natural that we work together on creating some pieces for my upcoming US tour.
This may be the ad campaign I am most looking forward to! It sounds brilliant.