Diet Coke Taps Marc Jacobs as New Creative Director

Does this count as hazing?

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Diet Coke

Marc Jacobs without a shirt and Diet Coke—yes, this is happening.

For his new job as creative director for the soda giant, Jacobs collaborated on advertisements and designed “whimsical, feminine” packaging, reports Women’s Wear Daily. Together, three cans, three bottles and three ad campaigns represent three eras in fashion and women’s empowerment: the ’80s, ’90s and ’00s. The first advertisement features Jacobs, sans shirt, playfully opening an exploding can of Diet Coke.

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Stéphane Sednaoui shot the campaigns, which were commissioned in honor of Diet Coke’s 30th anniversary in Europe, and are set for release in print, outdoor and digital forms by mid-March. They hearken back to iconic looks from the past three decades, including the “hunk” ads from the ’90s. The first commercial, released last week, remakes that popular campaign with a super hot —and again, shirtless—gardener, played by model Andrew Cooper, who glistens when a fizzy Diet Coke explodes all over him.

With this new venture, Jacobs joins fellow design icons Karl Lagerfield and Jean Paul Gaultier, who headed Diet Coke’s creative team in 2011 and 2012, respectively. Apparently, even soda needs some style.

“It’s just another proof of people loving the power of fashion,” Jacobs told WWD. “Designers have personalities, and their clothes have a voice and a vision, and people respond to it.”

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