Florence Welch Stars In Gucci’s Newest Campaign

As Gucci’s jewellery ambassador, Florence Welch is starring in their latest campaign.

The lead of Florence And The Machine is bringing her bohemian charm to the richly adorned shoot with the help of creative director Alessandro Michele.

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Set in a retro style wooden wagon, @florenceandthemachine appears in the #GucciJewelry campaign wearing ornate pieces designed by @alessandro_michele. Listen to the #GucciPodcast featuring #FlorenceWelch though link in bio. #AlessandroMichele #GucciSS19

A post shared by Gucci (@gucci) on Mar 21, 2019 at 10:01am PDT

The ads, shot by Colin Dodgson, look like Welch joined a gypsy caravan. The singer 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.

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Presenting the new #GucciJewelry campaign featuring @florenceandthemachine shot by @colin_dodgson and art directed by @christophersimmonds. Click the link in bio to listen to a special #GucciPodcast episode featuring #FlorenceWelch. #AlessandroMichele @alessandro_michele #GucciSS19

A post shared by Gucci (@gucci) on Mar 21, 2019 at 6:00am PDT

Speaking to Vogue previously about her partnership with the brand that also assisted with her costumes for her 2016 tour, Welch said, “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 added, “What he is doing is so up my street that it feels so natural for us to be working together.”