Yesterday’s “nothing tastes as good as skinny feels” is today’s “love what you love.”
Diet Coke has appointed Kate Moss as its first creative director in over a decade for its 40th year.
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By appointing Moss, Diet Coke continues its tradition of collaborating with the fashion industry.
The brand previously selected the likes of Jean Paul Gaultier and Marc Jacobs to serve as its creative director.
Moss will represent the brand’s new campaign, “Love What You Love.” The said project spotlights individuals who embrace a positive attitude to life by knowing who they are and what they love.
“I love the past collaborations they’ve done with such incredible names in fashion. The ‘Love What You Love’ campaign connected with me instantly as I am a firm believer that with confidence and passion, you can achieve your wildest dreams,” Moss said.
New look
As creative director, she looks forward to inspiring fans and celebrating the brand’s 40th birthday “in style.”
Diet Coke chose Moss as creative director since her “timeless yet irreverent aesthetic defies categorization and transcends boundaries.” It said that she has played a pivotal role in leading culture since her career began.
Meanwhile, The Coca-Cola Company Europe integrated experience director Michael Willeke said they welcome Moss’ appointment.
“This year, Diet Coke marks its 40th global anniversary. Kickstarting with an official London Fashion Week partnership and brand experience, which gave fans the chance to reclaim their break. This summer, we will continue to showcase the positive attitude of Diet Coke drinkers. And with Kate at the helm, inspire everyone to adopt a ‘Love What You Love’ attitude,” Willeke said.
Banner Photo by Kate Moss via Instagram
