With Jean Paul Gaultier’s kooky reign now over, fashion designer and mogul Marc Jacobs has been named Creative Director of Diet Coke. Because, you know, soda brands need that.
"I feel very privileged to be the new Creative Director of Diet Coke and put my stamp on the 30th anniversary campaign," said Jacobs in a statement. "Diet Coke is an icon... and I love an icon!"
As part of the brand's “Sparkling Together for 30 Years” initiative, Jacobs has designed “whimsical, feminine” packaging for the soda giant as it celebrates its 30th anniversary in Europe. The first cans and bottles are slated to roll out across Europe in the coming weeks. In the meantime, Jacobs can be seen in shirtless print ads shot by Stéphane Sednaoui and in a silly commercial that nods to Diet Coke's classic male-objectifying spots like the recent "Gardener" commercial. Because, you know, all young girls lose their minds over a 49-year-old gay man with a dumb tattoo addiction.
“I still think it’s hysterical people want me to take my shirt off," he told WWD. "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.”
Drink in his revealing new Diet Coke clip below.