Now, who knows coke better than a model in the ‘90s? No stranger to both (diet) coke and the art of the collab, British supermodel Kate Moss has been named the new creative director of Diet Coke, in celebration of the 0kcal beverage’s 40th birthday.
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Moss’ appointment follows a ten-year vacancy in the role, last held by Marc Jacobs who rang in the brand’s 30th anniversary, designing a collection of limited-edition bottles and cans. Diet Coke has historically enjoyed a high standing in the fashion industry, with icons like John Paul Gaultier, Roberto Cavalli, Jonathan Anderson, and Karl Lagerfeld having previously designed packaging for the iconic brand. Lagerfeld once told Harper’s Bazaar, “I drink Diet Coke from the minute I get up to the minute I go to bed. I can even drink it in the middle of the night and I can sleep. I don’t drink coffee, I don’t drink tea, I drink nothing else.”
While Diet Coke was likely more often than not teamed with a pack of cigarettes and deemed a meal for models in the ‘90s and early 2000s, Moss has taken a decidedly more wholesome approach to her creative directorship. Moss’ first project for the brand was a campaign titled ‘Love What You Love’, which features the British supermodel herself and is designed to highlight the importance of embracing what you’re passionate about.
“I am thrilled to join the Diet Coke family – I love the past collaborations they’ve done with such incredible names in fashion,” Moss said in a statement. “As creative director, I’m looking forward to inspiring fans and celebrating the brand’s 40th birthday in style.”
Words by AR Staff
