Singer Florence Welch has just been announced as Gucci's newest brand ambassador for watches and jewellery. The 29 year old British singer decries her first encounter with creative director, Alessandro Michele “When I first met him, we both just started talking about the Renaissance, and about memento mori jewelry—he is a total kindred spirit!” In homage to the Italian brand's 70's bohemian tribute for the last two seasons, Welch seems the perfect fit to represent the house, specifically the watches and jewellery. The singer explains why she opted for her new role at Gucci “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.”
The news was presented with a conversation in LA, moderated by Alexa Chung at a downtown restaurant. The singer spoke about working with someone who understands her 'psychedelic granny influenced' style “We were then supposed to meet, but I went to his hotel and he went to mine and we actually passed each other on the street and checked each other’s outfits out before we officially met,” she said. “He wanted to know the whole story behind the record. When you listen to music it does create images in your head."