Supermodel Kate Moss has been named creative director of Diet Coke, a brand celebrating its 40th anniversary this year. The official partnership is set to kick off London Fashion Week.
Moss’ appointment marks Diet Coke’s first creative director in a decade and is intended to build on the brand’s heritage of collaborating with some of the world’s leading fashion houses such as Karl Lagerfeld, Jean Paul Gaultier and Jonathan Anderson. Moss follows in the footsteps of her boyfriend Marc Jacobs, who served as Diet Coke’s creative director in 2013.
The company said Moss will bring her “unique aesthetic and style” to the brand. Her first project will be the Love What You Love campaign, which will see the supermodel star and highlight those people who have a positive outlook on life by letting them know who they are and what they like.
“I’m thrilled to be part of the Diet Coke family – I love the past collaborations they’ve done with such incredible names in fashion. I was immediately drawn to the ‘Love What You Love’ campaign because I believe that with confidence and passion you can achieve your wildest dreams. As Creative Director, I look forward to inspiring fans and celebrating the brand’s 40th anniversary in style,” Moss said in a statement.
Diet Coke names Kate Moss its first creative director in a decade
The brand added that Moss was chosen as creative director for her “timeless yet uncompromising aesthetic” that “defies categorization and transcends boundaries” to inspire audiences around the world and introduce the brand to the next generation.
“We are honored to appoint Kate Moss as our new Creative Director, continuing Diet Coke’s rich history of collaborations with some of the biggest names in fashion and culture,” added Michael Willeke, Integrated Experience Director, Europe, at The Coca – Cola Company.
“This year, Diet Coke celebrates its 40th global anniversary, which began with an official partnership with London Fashion Week and a brand experience that gave fans a chance to regain their breather. This summer we will continue to showcase the positivity of Diet Coke consumers and, with Kate at the helm, inspire everyone to adopt a ‘Love What You Love’ attitude,” Willeke said.
This translated article originally appeared on FashionUnited.uk.