The new advertising campaign for Gucci’s distinctive jewellery collections channels the spirit of freewheeling, carefree travel and possesses a playful, bohemian period mood that perfectly showcases the aesthetic of the designs.

Featuring long-standing friend of the House musician, singer, songwriter and producer Florence Welch, who is Gucci’s jewellery ambassador, the setting is a retro style wooden wagon, overflowing with colourful furnishings and trinkets. Welch reclines on beds of cushions and decorative fabrics within, or sits outside dreamily peering out at the viewer, adorned in Gucci’s highly stylised rings, bracelets and necklaces.

Set-off beautifully by the colourful and evocative images, the pieces are principally from the Le Marché des Merveilles, Gucci Ouroboros, Gucci Flora and Dionysus fine jewellery collections and the House’s silver jewellery collection.

Source: Gucci