Kate Moss has joked about her partying days as she made her first move as Diet Coke’s creative director, stating that she’s “always loved coke” during a speech at the launch event.
The eagerly-awaited ‘Love What You Love’ campaign was bought to life by the world-renowned supermodel last week, with celebrity guests clearly enjoying the not-so-tongue-in-cheek reference to Moss’ past.
The creative partnership got off to a strong start as Moss launched a limited-edition collection of bespoke can designs, campaign films and curated milestone events for the brand’s 40th anniversary.
The Diet Coke by Kate Moss ‘Love What You Love’ limited-edition collection was inspired by the brand’s heritage in fashion as well as the supermodel’s own timeless and irreverent style.
The collection comprises of four designs featuring denim, leopard, lace and camouflage design elements, taking inspiration from some of Moss’ iconic fashion moments over the past four decades.
READ MORE: Kate Moss named creative director of Diet Coke
Commenting on the campaign, Kate said: “Being in front of and behind the camera was so exciting. Having full creative control of the look and feel of the campaign was a first for me. Diet Coke is a pop-culture icon and has a unique place in fashion history.”
Diet Coke has previously worked with renowned fashion designers and design houses such as Karl Lagerfeld and Jean Paul Gaultier.
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Capturing the campaign was director Quentin Jones, who explained: “We really wanted to convey the coming together of these two icons and pay homage to Diet Coke’s 40th birthday by introducing influences from some of the big decades – eighties, nineties and noughties.
“Using elements of lo-fi tech, combined with surrealist sculptures and contemporary editorial cues, we illustrated Diet Coke’s place in fashion – with a little nod to both the brand’s light-hearted sense of humour.”
The Coca-Cola Company’s integrated marketing experience director for Europe, Michael Willeke, commented: “We couldn’t be more excited to bring two iconic names together to reveal Diet Coke by Kate Moss’ ‘Love What You Love’.
“Bringing her incredible aesthetic, this campaign pays homage to our heritage and love of fashion and celebrates our loyal fans of the brand.”
Available in 330ml multi-can packs, 500ml bottles and 2L bottles, the new limited-edition denim, lace and leopard cans are available nationwide, while the camo design will be exclusive to Tesco stores.
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