Kate Moss, an international English model of the 1990s/2000s, has been appointed creative director of Diet Coke.
The brand, which is one of the best known in the world, celebrates its 40th anniversary.
The latter wanted to breathe new life into the brand’s image.
For this, the multinational has hired the English model, who will bring an air of freshness and innovation.
A fashion icon
48-year-old Kate Moss is still in the news.
With a whole modeling career behind her, which continues occasionally (as at the Versace show), the latter has a string of projects.
She was notably seen at the trial of Johnny Depp against Amber Heard, where she testified in favor of Johnny Depp by saying that she had never suffered violence from the latter when the two had a relationship for several years.
She also has a daughter, Lila Moss, who has been on parades and magazine covers at just 19 and follows in her footsteps.
The catwalk star will team up with some of the world’s biggest fashion houses in a new campaign to promote the drink with the tagline ‘Love What You Love’.
She’s not the first fashion figure to have served as Diet Coke’s creative director. Before her, creators such as Jean-Paul Gautier and Marc Jacobs held this position.
Michael Willeke, Director of Integrated Experience for Europe at The Coca-Cola Company, said: “We are honored to appoint Kate Moss as our new Creative Director, continuing Diet Coke’s rich history of collaboration. with some of the biggest names in fashion and culture”.
“This year, Diet Coke marks its 40th global anniversary, kicked off by an official partnership with London Fashion Week and a brand experience, which gave fans the chance to reclaim their break.”
She took the opportunity to announce the promotion of Kate Moss within the company:
“Model Kate Moss has been named Diet Coke’s latest creative director. She will work on projects including a collection, advertising campaign films and events around the brand’s 40th anniversary.
Kate Moss and Coke
The model has a particular interest in this product since it was when the latter had its greatest success in the 1990s that the drink began to be all the rage.
She was one of his models who advocated thinness with the slogan: “nothing feels as good as skinny”.
The drink was therefore ideal to maintain its line while having fun.
The star therefore promoted this product a lot at the time and continues to promote it today.
The Coca Cola campaign
In order to promote her arrival in the Coca-Coma house, the model poses, as she knows how to do so well, in the colors of the drink.
While posing with a can of Diet Coke while wearing red lipstick and gloves that matched the lettering of the drink.
Moss said: “I’m thrilled to join the Diet Coke family – I love the past collaborations they’ve done with some amazing names in fashion.
She explained why this campaign means so much to her:
“The ‘Love What You Love’ campaign immediately touched me, because I am convinced that with confidence and passion, you can make your wildest dreams come true”.
“As Creative Director, I look forward to inspiring fans and celebrating the brand’s 40th anniversary in style.”
She added that she was “thrilled to join the Diet Coke family”, adding, “I love the past collaborations they’ve done with some amazing names in fashion.”
The company is honored to welcome Kate Moss to their team.
The model, who will work for Coca-Cola Europe, will enrich the story of Coke while continuing on its history of collaborating with some of the biggest names in fashion and culture.
A collaboration that does not please everyone
However, this collaboration does not please everyone in a society that values the female body in all its forms and not only with the skin on the bones.
Fashion industry publication Women’s Wear Daily suggested that the collaboration referred to a time when slim physiques were all the rage.
Writer Tianwei Zhang described Moss as “the star child” of the skinny model trend in the early 1980s, associated with models’ consumption of this sugar-free beverage backstage and outside of work hours. .
FAQs
Who is in charge of the artistic direction of Diet Coke Europe?
It is the model Kate Moss who has been announced for this position recently.
Why is Kate Moss the artistic director of Diet Coke Europe?
Because the latter has a very special history with coca. The model has a particular interest in this product since it was when the latter had its greatest success in the 1990s that the drink began to be all the rage. She was one of his models who advocated thinness with the slogan: nothing feels as good as skinny. The drink was therefore ideal to maintain its line while having fun. The star therefore promoted this product a lot at the time and continues to promote it today.
