Gucci have worked with a string of leading musicians in the past - trace your mind back to their work with Mark Ronson and Rihanna - and now they are collaborating with another leading artist. Frida Giannini has brought on Florence Welch to front the brand's fall 2011 campaign and will serve as the designer's muse for the season.

"As I was imagining this collection I was thinking of a strong and somewhat mysterious muse. Florence is that kind of woman," Giannini explained . "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."

When asked about the brand's past collaborations with musicians she said: "I chose to work with all of them before they became as popular culturally as they are today." She continued: "I think Gucci has been successful in bridging past and present. We have a rich and storied past, but we always have an eye to the future, which these collaborations represent."