Florence Welch is the new face of Gucci

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Wednesday 08 June 9:29 a.m.

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."

WENN.com