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The “Diet Coke by Kate Moss, Love What You Love” campaign, artistically directed by Kate Moss, continues the collaborative story between the model and the brand in a second season in which archival nineties fashion and Diet Coke’s heritage are combined into one effervescent concept.
The British supermodel transcends the catwalk to step into the position of creative director of Diet Coke, which has been vacant for a decade, and which was once occupied by another avant-garde reference as Marc Jacobs, when the soft drink celebrated its 30th anniversary back in 2013.
The editorial features notes of haute couture in this limited edition collection revolving around the diet beverage. Sean Kellet of The Coca-Cola Company said in a statement: “We are delighted to extend our collaboration with Kate Moss as Creative Director. Last year, we drew inspiration from Kate’s unparalleled archives to celebrate our shared love of fashion. In season two, we’ve given Kate access to the Diet Coke legacy to create something visually stunning and unexpected, with a nod to Diet Coke.” In one of the images, Moss reimagines the “Diet Coke Break” aesthetic, which originally featured a chiseled construction site working on a construction site.
IRREVERENT SPIRIT
This new episode starring Kate Moss, after having been the face of the carbonated beverage last year for its 40th anniversary, evokes the aesthetics of the 90s and 00s in a visual narrative inspired by the brand’s own archive ads in which the pleasure and relativity of life is channeled.
In the remastered campaign, the irreverent model who subverted the fashion industry through the ‘renegades of fashion’ trend, channels the disruptive spirit that characterized her into a new story that elevates the pop drink to the stage of high fashion.
