Kate Moss has collaborated with a huge range of brands over the years, from Topshop in the early 2000s to Parisian jewelry brand Messika last year. Now, the supermodel is venturing outside the fashion world by becoming the new creative director of Diet Coke, which celebrates its 40th anniversary this year.
“I’m thrilled to join the Diet Coke family – I love the past collaborations they’ve done with such amazing names in fashion,” Moss said in a statement. “As Creative Director, I look forward to inspiring fans and celebrating the brand’s 40th anniversary in style.”
The model’s first project for Diet Coke is the brand’s “Love What You Love” campaign, which features Moss herself and is designed to highlight the importance of embracing what excites you. “The campaign immediately touched me because I strongly believe that with confidence and passion you can make your wildest dreams come true,” continues Moss.
The ’90s super is by no means the first big name in fashion to work with Diet Coke, with Karl Lagerfeld and Jean Paul Gaultier having designed limited-edition cans and bottles in the past. In 2013, Marc Jacobs was also named creative director for the brand, which memorably involved the topless featured designer in a nod to the famous “Diet Coke break” adverts of the 90s.
Moss’ appointment comes as we’ve seen an influx of celebrity creative directors recently, including Kendall Jenner of California retailer FWRD and Dakota Johnson of sexual wellness brand Maude. Bella Hadid, meanwhile, was named co-founder and partner of soft drink company Kin Euphorics in September last year.
Given Moss’ enormous star power, it’s no surprise that Diet Coke made her its new creative director. Don’t expect the fashion’s longstanding love affair with the brand to end anytime soon.