Florence comes to Gucci

British flame-haired singer Florence Welch of the group Florence and the Machine has signed on as the new muse at Italian fashion house Gucci, reports Starpulse.

Gucci creative director Frida Giannini, chose the singer herself, saying Welch was the perfect embodiment of "the Gucci woman."

“As I was imagining this collection I was thinking of a strong and somewhat mysterious muse,” Giannini told Dazed Digital. “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."

Giannini, who began her career at Gucci as an accessories designer, succeeded Tom Ford as creative director in 2006.

The glamorous Italian brand celebrates its 90th anniversary this year. Founded in 1921 by Guccio Gucci, the label began as a fine leather goods company, and the famous interlocking G logo became known for exquisite craftsmanship.

Gucci is marking the anniversary with a series of collaborations from the luxurious ‘Aquariva’ boat with Riva to the ‘500 by Gucci’ edition of the Fiat 500 customized by Giannini, and in September will launch the Gucci Museum in Florence.