florence welch
Welch is pictured wearing the G-Timeless automatic watch and jewellery from the ​Marché des Merveilles and Flora collections. Photo: Courtesy of Gucci

Florence Welch has been appointed the brand ambassador for Gucci watches and jewellery.

The Florence + the Machine singer says she was chosen for her ‘magpie’ tendencies, bonding with her friend—the creative director of Gucci, Alessandro Michele—over their shared love of jewellery.

Michele said of Welch: “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.”

Welch’s new role was marked by a private event in LA, where she was interviewed by Alexa Chung in front of a select audience. Chung then announced the partnership via Gucci’s Snapchat account this morning.

From: Harper’s BAZAAR UK