Diet Coke has tapped Marc Jacobs as their new creative director — for 2013, at least. In past years, Karl Lagerfeld and Jean Paul Gaultier have lent their names and design prowess to the soda company, but, according to WWD, Jacobs’ stint stands out through his ethos of “glamour and sex sells just about everything.”
To that end, the designer stripped down for the print and television campaigns, the idea of which he laughed off as funny, yet flattering:
“I still think it’s hysterical people want me to take my shirt off. You know, I’m going to be 50 in two months, so I guess I should be glad.”
The project involved more than flexing his muscles, however. Jacobs also put his mark on the iconic soft drink’s design:
Revealing the collaboration exclusively to WWD, Jacobs said he designed “whimsical, feminine” packaging for the soft-drink giant as it celebrates its 30th anniversary in Europe.
The creations, to be unveiled later this month, reference iconic looks and female empowerment from the Eighties, Nineties and Aughts, along with signature Jacobs motifs. He hinted they would incorporate fashion illustrations and repetitive prints, and confessed that he also tinkered with the Diet Coke logo.
Watch Jacobs doff his shirt in a photobooth for the television spot below, much to the delight of the three young women waiting outside: