Florence and the Willow publicity machine

She's no Lady Gaga, but upwardly mobile 23 year-old Brit Florence Welch is definitely becoming a style stakes contender after the roaring success of Florence and The Machine's Lungs, one of the best-selling albums of 2009 - and to date, 2010. Handy then for Australia's Kit Willow that Welch has apparently become such a fan of the brand. For Welch's just-wrapped Australian tour, she chose five dresses from the new Eclipse collection from Willow's showroom, wearing two on her two appearances on Seven's Sunrise breakfast show and this 'Art of Shadow' laser-cut Lycra dress, above, at Sydney's Enmore Theatre on Saturday night. Obviously the garments were gifted - which would be music to the ears of her record company which, the singer reports, recently had to put the brakes on her spending.

both images: willow

It's not the first time Welch has worn the brand according to Willow's HQ, which will presumably be waiting with baited breath to see what she turns up in on September 12, when she performs at the 2010 MTV Music Video Awards in Los Angeles. And there may be several opportunities to outfit her at the event: Welch is not only performing, but nominated in four categories, so chances are she would probably have at least one change of clothes. She changed twice at the 2010 Brit Awards in February.

At almost 6' tall, the redhead does cut a striking, if bohemian, figure - with a demonstrated penchant for Victorian-look lace dresses. Case in point this beautiful nude tulle dress, below, worn for another Enmore Theatre performance last week (see the rest of the portfolio of beautiful shots of this gig by Sydney photographer Daniel Boud) . This time the dress is not by Willow. Thanks to anyone who may be able to ID.

daniel boud