Florence Welch has been named as the new muse and face of fashion house Gucci. 

The flame-haired Florence and the Machine frontwoman was handpicked by the company's creative director, Frida Giannini, after the pair met earlier this year at the 2011 Grammy awards and she told Dazed Digital that Welch is the epitome of what they want to promote as the "Gucci 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."

"As I was imagining this collection I was thinking of a strong and somewhat mysterious muse. Florence is that kind of woman. She also has that confident and self-assured look that goes hand-in-hand with the Gucci woman."

Watch Welch talk about her love of fashion from the Grammys red carpet here: