Florence Welch is the face of Gucci's new fragrance.

August 3, 2020 | by Shahlin Graves

Florence + The Machine frontwoman Florence Welch fronts Gucci's new fragrance campaign for 'Gucci Bloom' - along with the likes of fashion designer Susie Cave, actress Jodie Turner-Smith, and living legend Anjelica Huston.

More from the campaign below:

Shot in the distant dream of 2019 by legendary director Floria Sigismondi in the flowering ruins of La Scarzuola, a surrealist theatre built upon an ancient monastery in the Umbrian Countryside. pic.twitter.com/ZRMZ22fbqF

— florence welch (@florencemachine) August 1, 2020