Gucci Captures Florence Welch’s Bohemian Spirit For Latest Jewellery Campaign

Florence Welch is adored for her distinct bohemian wardrobe almost as much as she is for her music. Is it any wonder, then, that Gucci has captured her original spirit and sartorial offerings in the brand’s latest jewellery campaign. Set against the backdrop of an old-school wooden wagon, the musician and creative director Alessandro Michele have – once again – come together to showcase a collection that’s pure magic.

Photographed by Colin Dodgson, Welch reclines on colourful furnishings and decorative fabrics, surrounded by delicate trinkets and adorned in rings, bracelets and necklaces – all pieces from the Le Marché des Merveilles, Gucci Ouroboros, Gucci Flora and Dionysus fine jewellery collections and the house’s silver jewellery collection. Because if anyone knows how to stack rings and double-up necklaces with ease, it’s Welch.

As the brand’s jewellery ambassador and long-standing friend of the brand – the duo previously collaborated on Welch’s costumes for her tour in 2016 – Welch has always spoken of her natural affinity to the brand. “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,” Welch previously told Vogue. “What he is doing is so up my street that it feels so natural for us to be working together.”