Did not see that coming

Kate Moss becomes creative director at Diet Coke
Fashion | 2 July 2022

Two cultural icons collide as Kate Moss is announced as Diet Coke’s first creative director in over a decade.

The details of the supermodel’s role are yet to be fully revealed, but according to the announcement, she will use “Diet Coke as a canvas to inspire generations” and will “bring her unique aesthetic and style to the brand and build on Diet Coke’s impressive legacy of partnering with some of the world’s leading fashion designers.” Moss will specifically work on the new Diet Coke ‘Love What You Love’ campaign, spotlighting “individuals who embrace a positive attitude to life” alongside the brand’s 40th anniversary programme this year.

The fashion world’s go-to beverage, Diet Coke has previously partnered with Karl Lagerfeld, Jean-Paul Gaultier, JW Anderson and Marc Jacobs.

Of her new role, Kate Moss commented, “I am thrilled to join the Diet Coke family – I love the past collaborations they’ve done with such incredible names in fashion. 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. As Creative Director, I’m looking forward to inspiring fans and celebrating the brand’s 40th Birthday in style.”

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