WWDjust announced that Florence Welch can add another line onto her resume: that of brand ambassador for Gucci’s timepieces and jewelry. The announcement that Welch would be taking on the official role with the fashion house was announced Friday at an event in Los Angeles.
The news was planned to coincide with the Grammy Awards, which will be broadcast Monday on CBS at 8 p.m. EST. Florence + the Machine are nominated for Best Pop Vocal Album for “How Big, How Blue, How Beautiful”; Best Pop Duo/Group Performance for “Ship To Wreck”; and Best Rock Performance and Best Rock Song for “What Kind Of Man.” Welch will be donning a custom Gucci dress designed by creative director Alessandro Michele for the ceremony. “I’ll be wearing something that is so magical. Alessandro manages to make things so pretty without ever being too sweet or cloying,” says Welch. “I also love the attention to detail. You can imagine that every piece of clothing has five intertwining stories to it.”
The partnership between the singer and the Italian fashion brand makes a lot of sense. Back in 2011, former creative director Frida Giannini designed Welch’s looks for that year’s Florence + the Machine tour. As well, Michele has often said that Welch is his muse, and that her band’s albums were playing all through the process of of his first Gucci ready-to-wear line.
At the event, Welch proclaimed that she loves jewelry most of the time, noting, “If I step out and I’m not wearing rings I feel a bit weird. I would try and wear necklaces on stage and I would just keep getting hit in the face. Sometimes I wish I was a more static performer so I could go out in really fragile beautiful things, but they just get completely destroyed.”
In regards to Gucci Timepieces, the singer said, “I really hate being late. I’m quite responsible. I know it’s more rock ‘n’ roll to be late and I should use this watch to make sure that I’m an hour late.”
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Text Laura Vogel
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