Supermodel, mother, perpetual cool girl and all-round icon Kate Moss is no stranger to a brand collaboration. We all remember the iconic Kate Moss x Topshop collaboration of the Noughties, and of course last year’s partnership with Parisian jewellery brand Messika was another highlight in her vice-grip on cross-industry relationships. Now, the supermodel is taking her reign into the beverage world through becoming Creative Director of Diet Coke, celebrating its 40th birthday in 2022 with Kate Moss x Diet Coke.
“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.”
Moss’ first project for the brand is the “Love What You Love” campaign, featuring the supermodel herself and designed to highly the importance embracing your passions. Moss said she connected with the campaign instantly as she is a “firm believer that with confidence and passion, you can achieve your wildest dreams.”
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It’s an inherently Moss shot. Her signature paired-back 90s beauty is on show, minimal yet with a presence through the employment of a red lip matching the Diet Coke logo and red gloves framing her face; her blonde waves are left tousled in an undone fashion. We’ve never thirsted for a Diet Coke as bad as we are in this moment. Is it a reach to say it evokes a sense of this iconic look – paired with a red lip – by John Galliano worn to the CDFA Awards? perhaps, but we stand by it.
Diet Coke is perhaps the most stylish drink on the planet, being no stranger to the world of luxury fashion. Karl Lagerfeld and Jean Paul Gaultier had both previously worked in collaboration with the brand, designing limited-edition cans and bottles, and fellow 90s icon Marc Jacobs has also held the Creative Director position in 2013. Who can forget the infamous “Diet Coke break” advertisements of the 90s, starring Jacobs himself? They are seared into our minds.