Diet Coke has appointed supermodel Kate Moss as its new creative director as it launches an official partnership with London Fashion Week.
The leading soft drink brand’s first creative director in over a decade, Moss will be starting her role by leading the ‘Love What You Love’ campaign, highlighting the brand’s 40th birthday.
Aiming to spotlight individuals who embrace positivity and love, the campaign is set to change the face of the brand, bringing Moss’ own aesthetic and style to Diet Coke.
“The ‘Love What You Love’ campaign connected with me instantly as I am a firm believer that with confidence and passion, you can achieve your wildest dreams. As creative director, I’m looking forward to inspiring fans and celebrating the brand’s 40th Birthday in style,” Moss said.
“I am thrilled to join the Diet Coke family – I love the past collaborations they’ve done with such incredible names in fashion.”
Known for its collaborations with world leading fashion designers, Diet Coke has previously partnered with Karl Lagerfeld, Roberto Cavalli, Jean Paul Gaultier and Jonathan Anderson.
Often seen backstage, on front rows and in editorial shoots since the 1980s, Diet Coke has long-standing ties to the fashion industry.
The Coca-Cola Company Europe integrated experience director Michael Willeke added: “We are honoured to appoint Kate Moss as our new Creative Director, continuing Diet Coke’s rich history of collaborating with some of the biggest names in fashion and culture.”
“This year, Diet Coke marks its 40th global anniversary, kick-starting with an official London Fashion Week partnership and brand experience, which gave fans the chance to reclaim their break.”
“This summer, we will continue to showcase the positive attitude of Diet Coke drinkers, and with Kate at the helm, inspire everyone to adopt a ‘Love What You Love’ attitude.”