Kate Moss is the latest creative director of Diet Coke, with collaborations between the drinks brand and different fashion houses part of her remit.
Moss said on Friday she was delighted to join the Diet Coke family, saying that they love the past collaborations they have done with such incredible names in fashion. Michael Willeke, the integrated experience director for Europe at Coca-Cola, said the company was honored to appoint Kate Moss as their new creative director, continuing Diet Coke's rich history of collaboration with some of the biggest names in fashion and culture. Fashion industry publication Women s Wear Daily suggested that the collaboration harked back to a time when waifish physiques were in fashion. The writer Tianwei Zhang described Moss as a poster child for the skinny model trend in the early aughts, which was associated with models drinking this sugar-free beverage backstage and off-duty Diet Coke's connection with fashion. Moss follows other fashion faces who have occupied the creative director role. Diet Coke has previously partnered with designers Marc Jacobs, Jean Paul Gaultier and Karl Lagerfeld, and the drink was a sponsor at London Fashion Week in February.
The drink has been namechecked by former models as part of a meagre diet to stay thin enough to succeed in the industry. In her 2017 memoir, former model Victoire Ma on Dauxerre wrote about limiting her calorie intake to three apples a day and Diet Coke, while former Vogue Australia editor Kirstie Clements called cigarettes and Diet Coke dietary staples for models.
This appointment is aligned with the 40th anniversary of the drink. Diet Coke was first introduced in 1982 and was the second most popular soft drink in the UK in 2021, second only to full-fat Coke. Moss denounced nothing tastes as good as skinny in 2018. She told NBC s Megyn Kelly that there was so much diversity. I think it is right. There are so many different sizes and colours and heights.