British rocker Florence Welch has been unveiled as the new face of fashion house Gucci.
The Italian label's creative director Frida Giannini handpicked the flame-haired Florence and the MAChine frontwoman to promote the brand, calling her the perfect embodiment of "the Gucci woman".
Giannini tells Dazed Digital, "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."