Diet Coke's relationship with Kate Moss has evolved into a high-profile partnership. The brand has tapped the supermodel-turned-designer-turned-beauty-entrepreneur for a second collaboration, building on what they deemed a "huge success" from the previous year. This new venture, titled Diet Coke by Kate Moss ‘Love What You Love’ Season 2, is inspired by the Diet Coke archives, specifically paying "homage to the original 11:30 Diet Coke Breaks from the ‘90s and ‘00s" with ‘Diet Coke Break by Kate Moss’.
A Nod to the Past: Reinterpreting the Diet Coke Break
The original Diet Coke Breaks, which aired from 1994 to 2013, were known for their depiction of women admiring a sexy young man working in various roles, accompanied by the song "I Just Want to Make Love to You." While the exact reinterpretation of this concept remains to be seen, the released still images provide some clues.
One image, titled ‘Chains,’ references a 1994 ad and features a chiseled construction worker on a building site. In a high-fashion tribute to the pioneering TV ad, Moss is seen wearing a gown designed by her friend and stylist, Katy England. Another image, ‘Window,’ references a 1997 ad.
Kate Moss as Creative Director: A Fusion of Fashion and Brand
To mark its 40th anniversary, Diet Coke has appointed Kate Moss as its creative director. In this role, Moss will contribute to various projects, including a collection, advertising campaign films, and events. Moss expressed her enthusiasm for the collaboration, stating she was “thrilled to join the Diet Coke family” and admired the brand's past collaborations with "such incredible names in fashion."
Michael Willeke, the integrated experience director for Europe at the Coca-Cola company, stated the company was “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”.
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A History of Fashionable Partnerships
Diet Coke's connection to the fashion world is not new. Moss follows in the footsteps of other prominent designers who have taken on the role of creative director, including Karl Lagerfeld, Jean Paul Gaultier, and Marc Jacobs. The brand has also been a sponsor of London Fashion Week in February.
Controversy and Body Image: A Critical Perspective
The collaboration has sparked debate, particularly in an era of body positivity. Some critics have pointed out the irony of a diet drink partnering with a woman known for her slender physique and her past association with the phrase "nothing tastes as good as skinny feels." Women’s Wear Daily noted the collaboration harked back to a time when waifish physiques were in fashion. 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”.
The drink has previously been namechecked by former models as part of a meagre diet to stay thin enough to succeed in the industry. In her 2017 memoir, the former model Victoire Maçon Dauxerre wrote about limiting her calorie intake to three apples a day and Diet Coke, while the former Vogue Australia editor Kirstie Clements called cigarettes and Diet Coke “dietary staples” for models.
It is striking that in an era of body positivity, a diet drink has partnered with a woman known for her slender physique and the famous pronouncement that “nothing tastes as good as skinny feels”.
Moss's Evolving Perspective
It's worth noting that Moss has since denounced the "nothing tastes as good as skinny feels" statement. In 2018, she acknowledged the shift towards greater diversity, stating, “There’s so much more diversity now. I think it’s right."
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Diet Coke's Market Position
Launched in 1982, Diet Coke has become a popular soft drink. In 2021, it held the position of the second most popular soft drink in the UK, trailing only full-fat Coke, with a market share valued at £217.1m.
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