Kate Moss, the illustrious British supermodel, continues to dazzle us, now in her renewed role as the brand ambassador for Diet Coke. Initially welcomed to this position last year to commemorate the 40th anniversary of this much-loved carbonated beverage, Moss’s second venture with Diet Coke shines brightly with the launch of their Season 2 campaign, “Love What You Love”.
Resplendent in a black dress adorned with gold chain details, Moss revives a sartorial tribute to the Chanel Haute Couture Spring/Summer 1992 collection. The dress, designed by Katy England, Moss’s friend and renowned stylist, complements a sophisticated collection of matching accessories.
This new campaign borrows elements from the nostalgic ”11:30 Diet Coke Break” advertisements of the ’90s. The backdrop features a window peering over the city, providing a visual narrative of Moss elegantly sipping her Diet Coke, decked in a vintage chainmail gown. These images resonate with the modern fashionistas while invoking nostalgic glimpses of the past.
“Diet Coke’s collaboration with Kate Moss resulted in an overwhelmingly successful campaign, reaching over 96 percent of our fashion-conscious audience“, said Sean Kellett, Partnerships and Assets Senior Manager for Europe at The Coca-Cola Co.
In alignment with its commitment to fashion, Diet Coke recently renewed ties with London Fashion Week and the British Fashion Awards as their primary sponsor. This collaboration reaffirms the brand’s reputation for seamlessly merging the worlds of fashion and beverages.
Interestingly, the role of Creative director at Diet Coke has been unoccupied for a decade. Marc Jacobs, a close confidante of Moss, had formerly taken up this mantle during the celebration of the beverage’s 30th anniversary in 2013.
Reflecting on her role in the campaign, Moss stated, “The Diet Coke Breaks are classics, and I wanted to add a fashion twist to these moments. Although aesthetically different from the ’90s and 2000s, the campaign’s narrative remains unchanged. It celebrates a pause to love what you love, indulging in that moment without taking oneself too seriously”.
Notably, Diet Coke has a rich history of partnerships with leading figures from the fashion industry. It has previously joined forces with titans such as Karl Lagerfeld, Jean Paul Gaultier, Jonathan Anderson, Matthew Williamson and Roberto Cavalli.