Florence is known for her authentic and dynamic expressions of creativity, which transport her audiences to immersive and vivid worlds. Recently, Florence collaborated with Vogue and Gucci Bloom to create a film that explores the themes of personal growth, evolution, and awakening. In the film, Florence shares how she has always sought to align her external surroundings with her inner world, a concept that intrigued the collaboration team. They wanted to visually capture this idea and were amazed by Florence's openness and willingness to discuss her relationship with the world, including childhood memories, the aroma of sweat and perfumes, her connection with the moon and seasons, and growing older as a woman in the music industry. Florence's magnetic personality shone through on and off-screen, and the team felt privileged to work with her on this project.

Gucci Bloom present us with an intimate look at Florence Welch and her artistic process. “The Awakening” sheds light on Florence’s connection to the natural world and how that feeds into her musical inspirations. Burgess’s direction creates an intimate portrait of Welch, poetic visual language is established through the gliding shots capturing the historic Hatfield House beautifully. At the heart of this project is a journey of self-perception, self-discovery, and self-actualisation. In every sense of the word, it’s a reflection on the idea of personal growth, of evolution, of blooming. It is about finding ourselves, creating ourselves - treasuring a pure moment of apotheosis.