Florence Welch,the Muse of the New Gucci

When Gucci made a comeback last year with a younger look and trendier image, the reaction from the fashion crowd was immediate. It’s as though people were craving, perhaps subconsciously, something funkier and adventurous to dress in. We have the brand’s creative director Alessandro Michele to thank for this new direction. Since joining Gucci in early 2015, his fanciful and colourful take on fashion, incorporating androgynous accents, has met with much acclaim, bringing attention back to the brand and spawning what many are calling Gucci Mania.

This new brand image would require a brand-new fashion ambassador, which Gucci quickly found in singer Florence Welch (of Florence + The Machine fame). A match made in heaven, combining Welch’s cutting edge, bohemian style and the vintage inspired gowns of the new Gucci. A fan of the singer, Michele once claimed to have listened to Florence’s latest album in a loop while creating his first ready-to-wear collection for the famous Italian brand. Known for her love of colourful and eccentric retro outfits, Welch has expressed her appreciation for Gucci’s collections over the years. Indeed, since 2011, she has on numerous occasions worn Gucci creations for her public appearances. She once declared during an interview that she has always loved eclectic outfits that seem to have a past. So it came as no real surprise when she asked Michele to design her outfits for her How Beautiful tour. “I love the romance of what Alessandro does,” says Welch. “Like me, he’s interested in making things beautiful but with this unsettling element; feminine, but with an edge to it.” 

Earlier this year, Gucci officially introduced Welch as the face of its timepieces and jewelry line. The collection includes colourful statement pieces – mostly cocktail rings and pendant earrings – made with precious stones like sapphire, pearl and diamond. Most of Michele’s designs have motifs inspired by nature and wildlife, such as bees, tigers and flowers. The overall effect is a strong Seventies vibe that fits in perfectly with today’s Gucci 2.0.