British rocker Florence Welch has been unveiled as the new face of fashion house Gucci.
The Italian label's creative director Frida Giannini handpicked the flame-haired Florence and the Machine frontwoman to promote the brand, calling her the perfect embodiment of "the Gucci woman."
Giannini tells Dazed Digital, "As I was imagining this collection I was thinking of a strong and somewhat mysterious muse. Florence is that kind of woman. I met her in Los Angeles at this year's Grammys and was captivated by her presence. She has a powerful personality and an entrancing quality to her performances."
"She also has that confident and self-assured look that goes hand-in-hand with the Gucci woman."
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