Florence Welch to be Gucci muse

Creative Director of Gucci, Frida Giannini has described Florence and the Machine front woman, Florence Welch as her inspiration for Gucci's autumn/winter 2011 collection.

Giannini has previously picked Mark Ronson, Rihanna and James France to appear in campaigns and believes she has an eye for emerging talent.

"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 Gucci woman," she said, regarding choosing Florence as her muse.

On top of this, Gucci faces its 90th birthday this year.Giannini told Dazed Digital: "What really sets Gucci apart is that it can count upon both a rich history and a reputation for innovation and fashion authority.  

"It is this duality that we are celebrating particularly this year, in many different ways, but particularly with the opening of the Gucci Museum in Florence in September."

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