Florence Welch sparkles in bohemian Gucci jewellery campaign


Gucci has captured Florence Welch’s bohemian aesthetic in all its glory for a new jewellery campaign.

The Florence and the Machine frontwoman has been a frequent collaborator with the brand since Alessandro Michele took over the reins at Gucci in 2015. And on Thursday (21Mar19), new glossy campaign shots were released, featuring the Dog Days are Over singer, who is the brand’s jewellery ambassador.

Taken by photographer Colin Dodgson, the 32-year-old singer is pictured in a series of poses against the backdrop of an old-school wooden wagon.

In one shot, Florence is dressed in a pink pleated dress with a yellow panel, and is covered in rings and necklaces from the Le Marche des Merveilles, Gucci Ouroboros, Gucci Flora and Dionysus fine jewellery collections, and the house’s silver jewellery collection.

While in another photo she’s clad in a purple velvet gown and an embellished royal blue cape as she sits on the steps of the wagon while flashing her bling. A third image sees her reclining sultrily on colourful furnishings and decorative fabrics, draped in Gucci trinkets, bracelets and layered necklaces.

Florence was unveiled as the brand’s ambassador for watches and jewellery in 2016.

“I haven’t really been an ambassador for something before, and to be honest I don’t think that it’s something that I would have even considered had it not been for Alessandro,” she told Vogue at the time. “What he is doing is so up my street that it feels so natural for us to be working together.”
Alessandro also designed the wardrobe for the band’s 2016 tour.

“The clothes have slotted so comfortably into my life, and are so much my vibe that I’m not taking a big style leap by wearing them,” she explained. “The look is brave and bold and f**king refreshing, and as a person I adore him and I want to wear everything from the men’s collection and everything from the women’s.”