Florence Welch is the new face of Gucci!

Today Gucci announced that Florence Welch was the new face of the brand. But it seems its love affair with the 24-year-old has been evolving for a while.

In an interview with Dazed Digital, the label’s creative director, Frida Giannini, said: ‘As I was imagining this collection I was thinking of a strong and somewhat mysterious muse. Florence is that kind of woman.

‘I met her in Los Angeles at this year’s Grammys and was captivated by her presence. She has a powerful personality and an entrancing quality to her performances.

‘She also has that confident and self assured look that goes hand in hand with the Gucci woman.’

But Ms Giannini is not the only one to spot the star’s style potential. Last year Miss Welch was guest of honour at a Mulberry catwalk presentation that saw every single one of the models styled with her signature red hair and heavy fringe.

The appreciation is mutual too – in recent months she has been seen carrying the label’s popular Alexa and Tillie bags.

And if the fashion world is your oyster, as it is for the former art student, who wouldn’t be taking their pick from the runways of Chanel and Valentino. The fashion powerhouses do not allow just anyone to borrow their clothes.

She wore vintage Valentino to the Oscars this year, and a gown from the label’s couture collection for Elton John’s annual Academy Awards after party, and Chanel to a recent party celebrating Blake Lively’s appointment as the face of the label’s Mademoiselle handbag line.

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June 9th, 2011 at 8:11 am

Wow…surprised to learn this, but I think it fits! She’s a great Gucci woman!