As if he wasn't busy enough with his own label and his work for Louis Vuitton, Marc Jacobs has landed a new gig as the creative director of Diet Coke for 2013, taking over from Jean Paul Gaultier who held the role in 2012 and Karl Lagerfeld who was the creative director in 2011.
He's kicked off his new job by stripping off for a cheeky ad campaign, which is his own take on the Diet Coke hunk ads from the 90s. The story goes - a group of girls swoon as they discover Marc taking his shirt off in a photo booth, posing in nada but his signature kilt while sippin' on a can of Diet Coke.
He said to WWD about being Diet Coke's new hunk: 'I still think it’s hysterical people want me to take my shirt off. You know, I’m going to be 50 in two months, so I guess I should be glad. It feels like the decade of me taking my shirt off.'
So what would a Marc Jacobs diet coke can look like? Marc has done three cans, three bottles and three ad campaigns, each referencing iconic looks from the eighties, nineties and aughts, inspired by the rise of female empowerment through the past three decades.
There will also be some signature MJ motifs - Graffiti print? Daisies? Marc hinted that the DC will include fashion illustrations and repetitive prints and he has confessed that he has also (shock horror) played around with the traditional Diet Coke logo. 'We wanted it to be colorful and fun,' the designer said. We guessed that by the hunky ad.
The designer said of the collab: 'I feel very privileged to be the new Creative Director of Diet Coke and put my stamp on the 30th Anniversary campaign. Diet Coke is an icon… and I love an icon.'