Kate Moss has collaborated with a vast array of brands over the years, from Topshop in the early Noughties to Parisian jewellery label Messika last year. Now, the supermodel is venturing outside the world of fashion by becoming the new creative director of Diet Coke, which is celebrating its 40th birthday this year.
“I am thrilled to join the Diet Coke family – I love the past collaborations they’ve done with such incredible names in fashion,” Moss says in a statement. “As creative director, I’m looking forward to inspiring fans and celebrating the brand’s 40th birthday in style.”
The model’s first project for Diet Coke is the brand’s ‘Love What You Love’ campaign, which features Moss herself and is designed to highlight the importance of embracing what you’re passionate about. “The campaign connected with me instantly as I am a firm believer that with confidence and passion, you can achieve your wildest dreams,” Moss continues.
The ’90s super is by no means the first major fashion name to work with Diet Coke, with both Karl Lagerfeld and Jean Paul Gaultier designing limited-edition cans and bottles in the past. Back in 2013, Marc Jacobs was also named creative director of the brand, which memorably involved the designer starring topless in a nod to the famous “Diet Coke break” adverts of the ’90s.
Moss’s appointment comes as we’ve seen an influx of celebrity creative directors of late, including Kendall Jenner at Californian-based retailer FWRD and Dakota Johnson at sexual wellness brand Maude. Bella Hadid, meanwhile, was made co-founder and partner of non-alcoholic drinks company Kin Euphorics in September last year.
Given Moss’s enormous star power, it’s no surprise that Diet Coke has made her its new creative director. Don’t expect fashion’s long-standing love affair with the brand to end any time soon.