Supermodel Kate Moss has assumed an exciting new role as Diet Coke’s creative director. The news comes as the cherry on top of what is already a special year for the brand. It also celebrates its 40th birthday in 2022.
“I am thrilled to join the Diet Coke family – I love the past collaborations they’ve done with such incredible names in fashion,” Kate Moss said in a statement. “As creative director, I’m looking forward to inspiring fans and celebrating the brand’s 40th birthday in style.”
The first project that Moss has undertaken is Diet Coke’s ‘Love What You Love’ campaign. It centres around individuals who embrace a positive attitude by knowing what they love. “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 added.
Diet Coke already holds an important place in fashion, and over the years, has created some notable celebrity collaborations. The sugar-free drink has a history of working with designers like Marc Jacobs, Karl Lagerfield, and Jean Paul Gaultier.
However, the brand also has a less favourable connection to fashion. In an article published on The Guardian that detailed the dark side of size zero models, former Vogue Australia editor Kirstie Clements said, “The longer I worked with models, the more the food deprivation became obvious. Cigarettes and Diet Coke were dietary staples.” Even Kate Moss previously said, “Nothing tastes as good as skinny feels”. But later, she praised the growing diversity among models today.