Under the Spell of Florence Welch

Gucci’s new jewellery campaign stars the lead of Florence And The Machine, who brings her bohemian charm to the richly adorned shoot.

Florence Welch once said in an interview, that she never considered becoming a brand ambassador. That was, of course, before meeting Gucci’s creative director Alessandro Michele. Now, the brand and British singer-songwriter have become frequent collaborators, and Florence was unveiled as the brand’s ambassador for watches and jewellery in 2016. The newest Gucci campaign captures Florence’s bohemian aesthetic in all its glory. Set in a retro style wooden wagon, which gives a vibe of a gypsy caravan,the singer poses wearing ornate rings and necklaces designed by Alessandro Michele. The pieces from the Le Marche des Merveilles, Gucci Ouroboros, Gucci Flora and Dionysus fine jewellery collections appear in the shot. Gucci did not reveal the exact date of the collection release just yet, but previously said it would be unveiled this summer.

The Maker